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Chapter 5: Conducting Marketing Research

The document outlines the four main steps in marketing research: 1) defining problems and objectives, 2) developing a research plan, 3) implementing the plan to collect and analyze data, and 4) interpreting and reporting findings. It also describes three types of research - exploratory, descriptive, and causal - as well as two types of data - primary and secondary. Marketing research is used to collect data that must then be translated into useful information by marketing managers.

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Savannah Simone Petrachenko
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162 views1 page

Chapter 5: Conducting Marketing Research

The document outlines the four main steps in marketing research: 1) defining problems and objectives, 2) developing a research plan, 3) implementing the plan to collect and analyze data, and 4) interpreting and reporting findings. It also describes three types of research - exploratory, descriptive, and causal - as well as two types of data - primary and secondary. Marketing research is used to collect data that must then be translated into useful information by marketing managers.

Uploaded by

Savannah Simone Petrachenko
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Chapter 5: Conducting Marketing Research

Four Steps in the Marketing Research Process Dening the problem and objectives Develop the research plan Implementing the plan - collect and analyze Interpreting and reporting the ndings Types of Research Exploratory: preliminary information that will help dene problems and suggest hypotheses Descriptive: to better describe marketing problems, situations, or markets Causal: to test hypotheses about cause-and-effect relationships Types of Data Primary: information collected for the specic purpose at hand Secondary: information that already exists somewhere, having been collected for another purpose Putting Marketing Research to Use Marketing research is conducted to collect data - but marketing managers must "translate" that data into information Review: Customer Relationship Management Systems

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