Accounting MRK108 Chapter Notes - Chapter 5: Competitive Intelligence, Environmental Design, Response Element
Document Summary
Marketing research gathering information about customers, their needs, and the marketplace in which they operate. Three functional roles that can marketing research can play in an organization: descriptive role presenting factual statements, diagnostic role explaining relationships within data, predictive role predicating results of a marketing decision (what is?) Good marketing research program will attempt to balance these 3 roles. Researcher should first determine whether there is enough information to clearly define a problem before embarking on the full marketing research process. Marketing objective specific statement about the information needed to solve the research question. Are developed as a series of questions that seek to clarify what decision markers needed to know to make a marketing decision. Key questions to ask are the following: Research design plan that specifies how to answer the question and achieve the research objectives by laying out the research tools and techniques necessary to collect and analyze data.