marketing ch.8 Flashcards
(59 cards)
Marketing Research
the process of defining a marketing problem/opportunity and systematically analyzing info to recommend actions
5 step process
define the problem, develop research plan, collect info, develop findings, take marketing action
Define the problem
set objectives, identify possible actions
Exploratory research
when defining the problem, provides ideas about relatively vague problem
Descriptive research
when defining the problem, trying to find the frequency that something occurs or extent of a relationship
Causal Research
when defining the problem, most sophisticated research. Tries to determine the extent to which the change in one factor changes the other
Measures of Success
criteria used in evaluating proposed solutions (ex. amount of time child plays with toy)
Constraints
restrictions placed on potential solutions
Constraints
restrictions placed on potential solutions
Concepts
ideas about the products/services used to get reactions
Concepts
ideas about the products/services used to get reactions
Methods
approaches that can be used to collect data to solve all or part of a problem
Methods
approaches that can be used to collect data to solve all or part of a problem
Collect Relevent Info
Obtain Secondary Data
Obtain Primary Data
Collect Relevent Info
Obtain Secondary Data
Obtain Primary Data
Secondary Data
Facts/figures that have already been recorded before
Secondary Data
Facts/figures that have already been recorded before
Internal/External data
internal: marketing inputs and outcomes. External is thigns like census
Internal/External data
internal: marketing inputs and outcomes. External is thigns like census
Primary Data
facts/figures collected for the project
Primary Data
facts/figures collected for the project
Observational data
obtained by watching people in some way
Observational data
obtained by watching people in some way
Mechanical Methods
Type of obeservational data gathering. like TV measurer
