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9 Cards in this Set

  • Front
  • Back

The systematic and objective process of generating information for aid in making marketing decisions

Marketing Research

Marketing Research is all about:

1. Making future uncertainty more certain (not absolute)


2. It is about understanding how data can be manipulated (to someone's advantage)

Marketing Research

- Fast


- Accurate


- Inexpensive



Not three at the same time

Research conducted to gather more information about a problem or to make a tentative hypothesis more specific

Exploratory Research

Research designed to verify insights through objective procedures and to help marketers in making decisions

Conclusive Research

Research conducted to clarify the characteristics of certain phenomena to solve a particular problem

Descriptive Research

Research that allows marketers to make causal inferences about relationships

Experimental Research

Sea Snapper Lawsuit Case

- Sea Snapper conducted a taste-test


- Used fresh fish instead of frozen like the competitor

A type of probability sampling in which the population is divided into groups with a common attribute and a random sample is chosen within each group

Stratified Sampling