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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 |
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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) |
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Marketing Research |
- Fast - Accurate - Inexpensive
Not three at the same time |
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Research conducted to gather more information about a problem or to make a tentative hypothesis more specific |
Exploratory Research |
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Research designed to verify insights through objective procedures and to help marketers in making decisions |
Conclusive Research |
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Research conducted to clarify the characteristics of certain phenomena to solve a particular problem |
Descriptive Research |
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Research that allows marketers to make causal inferences about relationships |
Experimental Research |
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Sea Snapper Lawsuit Case |
- Sea Snapper conducted a taste-test - Used fresh fish instead of frozen like the competitor |
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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 |