ARBUS302 Lecture 9: Marketing Research
10 Apr 2015
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Document Summary
Types of consumer research: exploratory research, preliminary research to clarify scope and nature of marketing problem, search of existing literature, talk to experts in the field, preliminary interviews, descriptive research, research designed to describe the basic characteristics of a given population or to profile particular marketing situations, profiling product purchasers, describing the size and characteristics of markets, detailing product usage patterns, outlining consumer attitudes toward particular brands, seeking conclusive data that answer the questions necessary to determine a particular course of action, causal research, research designed to identify cause and effect relationships among variables, test the effect of one variable change on another variable, establish that one event (ex. It must meet two basic principles of the scientific method: reliability: the ability to replicate research results under identical environmental conditions, validity: did the research measure what was intended to be measured, the basic methods the researcher can choose for descriptive and causal research include, survey, experiment, observation, sampling.
