Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
4 Cards in this Set
- Front
- Back
|
Marketing research |
collection of data , the systematic gathering , recording and analysing of data about problems relating to the marketing of goods and services Strategy based on client opinion , not the owner . |
|
|
Marketing research process |
( DODCAR) 1- define the problem. 2- objectives . 3- design. 4- collect data 5- analyze data. 6-report data. |
|
|
terminology of marketing |
primary data - collected firsthand secondary data - desk research quantitative data research - qualitative research subjective and personal - sampling . |
|
|
marketing research process |
1- Define the problem/ issue : ( search by opportunity) Specifythe research objectives Identifythe consumer population of interest . 2- objectives : A-ExploratoryResearch: Gatherspreliminary information thatwill help define the problem andsuggest hypotheses. B-DescriptiveResearch:Describesthings as market potentialfor a product, or the demographicsand consumers’ attitudes. C-CausalResearch : Testhypotheses about cause- and-effect relationships.(EX: SMOKING) 3- Design : types of samples Probability Samples -SimpleRandom Sample StratifiedSample -SystematicSample -ClusterSample 4- collect data : 1- observation : - personal - mechanical. 2- experimentation ( mystery shopping ) 3- survey methods : telephone interviews personal interviews - focus group - mail survey - questionnaire 5- analyze data: A- coding. B-tabulation. C- Analysis 6- Report data: - executive summary . - description of research methods . - discussion of results . - limitations of study - conclusions and recommendations |
