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16 Cards in this Set
- Front
- Back
What is Problem Identification Research |
Research undertaken to helpidentify problems, which are not necessarily apparent on the surface and yetexist or are likely to arise in the future. Examples: Market potential, Market share, image,market characteristics, sales analysis, forecasting, and trends research |
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What is Problem Solving Research |
Research undertaken to help solve specific marketing problems. Examples: segmentation, product, pricing,promotion, and distribution research |
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Quantitative Research |
Research that collects information that can be represented numerically Quantitative market research approaches include: experimentation, observation and surveys Samples need to be large enough to have statistical accuracy. |
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Qualitative Research |
Research intended to obtainrich , deep and detailed information. Qualitative research looks toidentify the attitudes, underlying motivations and emotions that underliebehaviours (Why things happen) |
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Examples of Qualitative research techniques |
Qualitative research techniques include In depth interviews Focus groups Projective techniques Associative and other indirect questioning techniques |
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What is the Marketing research process |
A set of six steps that define the tasks to beaccomplished in conducting a marketing research study. |
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What are the six steps of the marketing research problem |
Defining the problem Developing an approach to the problem Formulating a research design Doing field work/ collecting data Preparing and analyzing data Preparing and presenting the report |
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What is Marketing Research |
The systematic and objective identification, collection, analysis, dissemination, and use of information for the purpose of assisting management in decision making related to the identification and solution of problems and opportunities in marketing. |
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Problem Definition |
A statement of the management decision problem and the marketing research problem. The marketing research problem is broken down into a broad statement and specific components. |
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Management Decision problem |
The problem confronting the decision maker. It asks what the decision maker needs to do. |
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Marketing Research Problem |
A problem that entails determining what information is needed and how it can be obtained in the most feasible way. |
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What is the broad statement of the problem |
The initial statement of the marketing research problem that provides an appropriate perspective on the problem. |
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What is the specific components of the problem |
The second part of the marketing research problem definition. The specific components focus on the key aspects of the problem and provide clear guidelines on how to proceed. |
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What do the marketing research problem components consist of? |
Research questions and Hypothesises |
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What are research questions? |
Refined statements of the specific components of the problem |
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What is a hypothesis? |
An unproven statement or proposition about a factor or phenomenon that is of interest to the researcher. |