Survey
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Ch 5 marketing research and information systems marketing research the systematic design, collection, interpretation, reporting of information to help marketers solve specific marketing problems or take advantage of marketing opportunities ● Research process of gathering information that is not currently available to decision makers ● Purpose is to inform an organization about customers’ needs and wants, marketing opportunities for particular goods and services, and changing attitudes and purchase patterns of customers 5 steps of the market research process 1. Locating and defining issues or problems 2. Designing the research project 3. Collecting data 4. Interpreting research designs 5. Reporting research findings locating and defining issues or problems ● The first sign of a problem is a departure from some normal function ● Ex: company wanted 12% sales increase but only got 6% (this is our problem) Designing the research project ● Research design an overall plan for obtaining the information needed to address a research problem or issue ● Includes formulating a hypothesis and choosing what type of research to use ● Hypothesis an informed guess or assumption about a certain problem or set of circumstances ● Exploratory research research conducted to gather more information about a problem or to make a tentative hypothesis more specific ● Conclusive research research designed to verify insights through objective procedures and to help marketers in making decisions a) Descriptive research conducted to clarify the characteristics of certain phenomena to solve a particular problem b) Experimental research research that allows marketers to make casual inferences about relationships (requires independent and dependent variable) ● Look in day 4 of lecture powerpoint for more details between the two reliability a condition that exists when a research technique produces almost identical results in repeated trials validity a condition that exists when a research method measures what it is supposed to measure