The Nature of Marketing
A Definition of Marketing:
The process of planning and executing the
conception, pricing, promotion, and
distribution of ideas, goods, and services to
create exchanges that satisfy individual and
The Concept of Sampling
The entire group of people about
whom information is needed; also
called the universe or population of
The process of obtaining information
from a subset of a larger group.
The Role of the Questionnaire
Set of questions designed to generate the
data necessary to accomplish the objectives
of the research project; also called an
interview schedule or survey instrument.
Key Terms & Definitio
Enduring organization of motivational, emotional,
perceptual, and cognitive processes with respect to
some aspect of a persons environment.
Factors to determine if research
The process of assigning numbers or labels to
persons, objects, or events in accordance with specific
rules for representing quantities or qualities or
The guide, method, or command that
What is an Experiment?
A research approach in which one variable is manipulated and the
another variable is observed.
Independent: variables one controls directly such as price, packaging,
What is Observation Research?
The systematic process of recording patterns of occurrences or
behaviors without normally communicating with the people involved.
ditions for Using Observation:
The needed informat
Why is Survey Research so Popular?
The need to know why. For example, why did they buy or not
buy a particular brand? What did they like or dislike about it?
Who or what influenced them?
The need to know how. How did they make the decision?
The Nature of Qualitative Research
Research whose findings are not subject to
quantification or quantitative analysis.
conclusions are not based on precisely, measurable
statistics but on more subjective observations
Secondary Data vs. Primary Data
Data than have been previously gathered.
Key Terms & Definitions
New data gathered to help solve the problem
Advantages of Secondary Data
Can help to clarify o
The Problem Definition Process
1. Recognize the problem or opportunity
Can the problem become opportunity?
2. Find out why the information is being sought
Any suspect motives?
3. Understand the decision making environment
Examine cultural &
The Marketing Research Industry Members
industrial goods and
Field service firms
Specialized service firms
Online tracking firms
Custom research firms
Key Terms &