Marketing Research
A systematic and objective process of identifying, collecting, analyzing, and using information to improve marketing decision making
Market Research vs Marketing Research
Market research focuses only on markets; marketing research is broader and includes all marketing activities
Problem Identification Research
Research used to identify hidden or future problems and opportunities
Problem-Solving Research
Research used to solve specific marketing problems
Marketing Research Process
- Define problem; 2. Develop approach; 3. Research design; 4. Data collection; 5. Data analysis; 6. Report results
Internal Research Supplier
Research conducted within a company
External Research Supplier
Outside company hired to conduct research
Full-Service Supplier
Provides all marketing research services
Limited-Service Supplier
Specializes in specific parts of the research process
Management Decision Problem
What action should be taken (action-oriented)
Marketing Research Problem
What information is needed and how to obtain it (information-oriented)
Iceberg Principle
Only a small portion of the real problem is visible; most lies beneath the surface
Problem Audit
Examination of a problem to understand its origins and nature
Research Question (RQ)
A refined question derived from the research problem
Hypothesis
A testable statement predicting a relationship or outcome
Independent Variable
Variable that influences another variable
Dependent Variable
Variable being explained
Construct
Unobservable concept measured by variables
Variable
Observable measure used in research
Research Design
Blueprint for conducting a research project
Exploratory Research
Used to gain insights and understanding (flexible, unstructured)
Descriptive Research
Describes characteristics (who, what, when, where, how)
Causal Research
Determines cause-and-effect relationships
Cross-Sectional Design
Data collected once
