33:382:202 Study Guide - Quiz Guide: North American Industry Classification System, Marketing Mix, Market Segmentation
7 Nov 2016
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Marketing for entre and sb - exam #3 study guide. Marketing research is the process of de ning a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions. You must have a clear research purpose, and this must lead to marketing actions. Exploratory research: gather preliminary information that will help de ne problems and suggest hypotheses. It also provides initial information when the problem lacks ay clear de nition. Descriptive research: generally involves trying to nd the frequency that something occurs or the extent of a relationship between to factors. This research is different from exploratory because it requires a clear speci cation of the who, what, where, why, and how of the research. Causal research: the most sophisticated, used for testing cause-and-effect relationships. Measures of success are criteria or standards used in evaluating proposed solutions to the problem. Constraints are, in a decision, the restrictions placed on potential solutions to a problem.
