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12 Cards in this Set
- Front
- Back
Step 1
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-establish the need for marketing research
-marketing research is not always needed |
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Step 2
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-define the problem
-most important -if problem is incorrectly define, all else is wasted effort -problem stems from gap between what is "supposed" to happen and what "did" happen or what "did" happen and what "could" be happening |
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Step 3
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-establish research objectives
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Step 4
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-determine research design
-exploratory research -descriptive research -causal research |
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Step 5
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-identify information types and sources
-primary (collected specifically for the problem at hand) -secondary (info already collected) |
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Step 6
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-determine methods of accessing data
-3 main choices: have person ask question, computer, or respondents answer without assistance |
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Step 7
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-design data collection forms
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Step 8
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-determine the sample plan and size
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Step 9
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-collect data
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Step 10
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-analyze data
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Step 11
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-prepare presentation
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Sample Plan
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-determining how to select respondents from a group or population
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