MKT 100 Study Guide - Quiz Guide: Selective Perception, Marketing Mix

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olivemarten720

2 May 2012

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MKT 100 Full Course Notes

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Exploratory research: better understanding of consumer wants, needs, desires, motivations and behaviour, may lead to another study to refine understanding, guides future decision-making. The research process: method or process to develop and analyze information pertaining to a specific question. Kind of research: exploratory (sales data) , descriptive (cross sectional) (tracking brand. Sources of consumer insight: consumer information mis (internal records, tracking studies *metric of performance), secondary research (proprietary, public) , primary research (qualitative; observation, focus groups), quantitative (surveys, on-line) Each of these break down as shown to more specific kinds of marketing research and allow for a deeper discussion of the two, especially primary problem specific marketing research . Primary information problem specific research - method or process to develop and analyze information pertaining to a specific question (problem definition results) What is the real problem and what needs to be studied.

Related Questions

The marketing research process follows five steps, and researchers select one:

a. should be prepared to present the results before completing the analysis if they are under a great deal of pressure to meet a deadline.

b. should maintain the integrity of the process by following each step sequentially and thoroughly.

c. may not always go through them in the exact sequence if the situation changes or new information is discovered.

d. often collect data before defining the research objectives.

e. may follow the process by completing all steps at once instead of planning the process first.

cerisecaribou259

Which of the following statements about market research is true?

a. It is involved in some phases of the information management process.
b. It is just for large organizations with deep pockets
c. It is the process of gathering and interpreting data for use in developing, implementing, and monitoring a firm's marketing plans.
d. It is a non-essential activity that takes a single form.