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| systematic design, collection, interpretation, and reporting of information to help marketers solve specific marketing problems or take advantage of marketing opportunities |
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| overall plan for obtaining the information needed to address a research problem or issue |
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| research conducted to gather more info about a problem or to make a tentative hypothesis more specific |
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| designed to verify insights through objective procedures and to help marketers in making decisions |
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| conducted to clarify the characteristics of certain phenomena and thus solve a particular problem |
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| produce almost identical results each test |
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| measures what it is supposed to measure |
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primary - observed, recorded, collected directly
secondary - compiled both inside and outside of org. for some purpose other than current investigation |
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| all the elements, individuals, or units of interest for a specific study |
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| limited number of units chosen to represent the population |
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| process of selecting a sample |
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| every element in the pop. has a known chance of selected for study |
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| each element have an equal chance of being selected for study |
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| population divided into groups according to a common attribute, and a random sample is then chosen within each group |
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| there is no way to calculate the likelihood that a specific element of the pop. being studied will be chosen |
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a nonprobability sampling technique
divide the population into groups and then arbitrarily choose participants from each group |
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| observation of group interaction when members are exposed to an idea/concept |
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| small groups of actual customers offer insights into their feelings/attitudes toward a firm's products, etc |
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| statistical interpretation |
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| analysis of what is typical or what deviates from the avg |
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| info provided by a single marketing research firm |
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| marketing decision support system |
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Definition
| customized software that aids marketing managers decision making |
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