marketing ch 4

marketing research process

define problem and research objectives, develop plan to collect info, implement plan, interpret findings

primary data

information collected anew for a specific purpose

secondary data

specialized info that already exists and was collected for another purpose

exploratory research

gather preliminary info that helps define research problems, and suggest ideas to test

descriptive research

describes market and consumer characteristics

casual research

test hypotheses about cause and effect relationships

observational research

gather primary data by observing relevant people, actions and situations

ethnographic research

watching consumers in their “natural environments”

survey and questionnaire research

gathering primary info by asking people about their knowledge, attitudes, preferences and buying behavior

focus group

small carefully chosen group that meets with a moderator to talk about a product

experimental research

selecting participants, give them different treatments, checking for differenced in group responses

quantitative research methods

surveys, experiments, a/b testing

qualitative research methods

focus group, interview, observational research, diaries

correlation

2 things happen to occur at the same time

causation

one thing causes another to happen