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market research process
- define problem
- conduct exploratory research
- formulate hypothesis
- create research design
- collect data - 1st and 2nd
- interpret and present
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exploratory research
process of discussing marketing problem with informed sources both within and outside the firm and examining info from secondary sources
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sampling
process of selecting survey respondents or research participants
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population
totoal group that researchers want to study
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sampling techniques
- simple random - every has chance, basic
- stratified sample - small of whole
- cluster - takes one layer total
- convienence - nonprobability, those ready
- quota - nonprobability, dividied to maintain certain characterisitics
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primary research methods
- observation
- surveys
- controlled experiments
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focus group
simultaneous personal interview of a small group of individual sthat relies on group discussion about a certain topic, intimidation, say what they think want ot be heard
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online surveys
pro - soeed, increase sample size, no geographic boundires, reduce cost, less intrusive
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interpretive research
observes a customer or group in natural settings and then interprets their behavior based on an understanding
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