MKTG 320 Chapter Notes - Chapter 2: Dependent And Independent Variables
Document Summary
Opportunity identification: using marketing research to find and evaluate new opportunities. Situation analysis: studying the decision-making environment within which marketing research will take place. Exploratory research: preliminary research conducted to increase understanding of a concept to clarity the exact nature of the problem to be solved, or to identify important variables to be studied. Pilot studies: surveys using a limited number of respondents and often employing less rigorous sampling techniques than are employed in large, quantitative studies. Experience surveys: discussions with knowledgeable individuals both inside and outside an organization, who may provide insights into the problem. Management decision problem a statement specifying the type of managerial action required to solve the problem. Hypothesis: a conjectural statement about a relationship between two or more variables that can be tested with empirical data. Descriptive studies research studies that answer the question who, what, where, when, and how. Research design: the plan to be followed to answer the marketing research objectives.
