Unit 1 Marketing Research

To consider before carrying out a Marketing Research

• Time limitations

• Data availability

• Geographical scope

• Cost-Benefit

• Nature of decision

Exploratory and Inclusive are two types of Market Research

• True

• False

Establishes how variables are related to one another

• Exploratory Research

• Descriptive Research

• Casual Research

Can be used to uncover the variables at work in a given situation

• Exploratory Research

• Descriptive Research

• Casual Research

Continuous market research and ad hoc market research are according to ...

• The method of obtaining Information

• The type of information

• The nature of the information

Qualitative, quantitative and mixed are according to...

• The method of obtaining information

• The type of information

• The nature to the information

According to the method of obtaining information...

• Field Research

• Continuous market research

• Desk research

• Adhoc market research

• Qualitative

MR applications

• Copy text testing

• Customer satisfaction studies

• Segmentation studies

• Proof of concept

• Copy text testing

It is based on new information technology and gathers together, evaluates and distributes the appropriate information for marketing decision making

• MIS

• DSS

• BCG

• Parenting Matrix

A formalized set of procedures for the generation, analysis, storage and continuous distribution of relevant information to the decision makers in marketing

• Marketing Research

• MIS

• DSS

• Parenting Matrix