MKTG 379 Study Guide - Midterm Guide: Brainstorming, Operational Definition, Longitudinal Study
Document Summary
Market research: exam 1 (42 multiple choice/true or false) Pages listed are in the coursepack: definition of market research (p. 2) Time constraints: is there time (it takes a long time to do research) Routine vs. non- routine: { non- routine: when you are not used to do this type of research; Benefits vs. cost: how is this going to benefit you because it does cost a lot of money: exploratory, descriptive, and causal research when to use each (p. 6-8) Exploratory: brainstorming; talk about small samples; look what the problem might be; you don"t know about the problem and you are experimenting. Casual research: experiment test: the research process and the various questions you would ask at each phase (p. 9-13) Step 1: the research the research problem/opportunity: identify a clear cut statement of the marketing research. Step 2: research design: what type of design should we use { exploratory, descriptive, casual}
