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Marketing Research
Chapters 1-7
| Question | Answer |
|---|---|
| using marketing research to find and evaluate new opportunities | Opportunity Identification |
| studying the decision making environment within which the marketing research will take place | Situation Analysis |
| preliminary research conducted to increase understanding of a concept, to clarify the exact nature of the problem to be solved, or to identify important variables to be studied | Exploratory Research |
| surveys using a limited number of respondents and often employing less rigorous sampling techniques than are employed in large, quantitative studies. | Pilot Stdies |
| discussions with knowledgeable individuals, both inside and outside the organization, who may provide insights to the problem | Experience Surveys |
| retrieving information from situations that are similar to a current one | Case Analysis |
| in-depth discussions, usually consisting of 8 to 12 people, with a moderator, usually limited to just one topic or theme | Focus Groups |
| in very large corporations with intranets, the researcher has the capability of determining whether needed or relevant information is available somewhere inside the organization. Intranets provide easy access to internal data, are much faster than a tradi | Using Intranets for Exploratory Research |
Created by:
Rmsherlo
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