BUSML 4202 Study Guide - Comprehensive Final Exam Guide - Time, Test Market, Systematic Sampling
20 Nov 2018
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Diagnostic/ explanatory role-explaining the effects of a current marketing mix and identifying possible new courses of action. State the symptom(s) of the problem: 3. Analyze the situation: what is the decision-making environment, what factors are most likely causing the symptoms, what are the potential courses of action, 4. Translate the mdp into a marketing research problem. Based on data analysis, the researcher draws conclusions and makes recommendations: based on these reports, the findings are utilized by management. Exploratory research: defined, preliminary research used to clarify the nature of the problem. Lots of ways to find opportunity to identify potential problems w/o an interviewer or moderator: disadvantages, no one in the room making sure everyone understands the questions, data is hard to analyze. In depth interviews: unstructured direct, personal interview when a single respondent is probed by a highly skilled interviewer to uncover underlying motivations beliefs attitude and feelings, objectives, obtain detailed commentary including feelings, very detailed qualitative data, structure.
