The Role of Marketing Research and the Research Process
Introduction to Marketing research
Chapter 1: The role of marketing research and the research process
Marketing research defined:
Marketing research is defined as the systematic and objective process of generating information to aid in making marketing decisions. This process includes specifying what information is required, designing the method for collecting information, managing and implementing the collection of data, analysing the results, and communicating the findings and their implications. In particular:
Systematic means some basic idea should come first such as specifying what information is required, designing the method for collecting information, managing and implementing the collection of data, analysing results and communicating the findings and their implications
Objective requires for unbiased because bias will invalidate the results of the research
The first suggest is that marketing research information is not intuitive or haphazardly gathered. Second, if the information gathered or data collected is to be accurate, the marketing research must be objective.
Basic research VS. Applied research:
Basic research:
Basic or pure research attempts to expand the limits of knowledge; it is not aimed at solving a particular pragmatic problem. It has been said that there is nothing so practical as a good theory. Although this is true in the long run, basic marketing research findings generally cannot be immediately implemented by a marketing executive. Basic marketing is conducted to verify the acceptability of a given theory or to learn more about a certain concept
Applied research:
Applied research is conducted when a decision must be made about a specific real-life problem. Our focus is o applied research – studies that are undertaken to answer questions about specific problems or to make decisions about particular courses of action or policies.
Scientific method:
Scientific method refers to the techniques and procedures used to recognize
Chapter 1: The role of marketing research and the research process
Marketing research defined:
Marketing research is defined as the systematic and objective process of generating information to aid in making marketing decisions. This process includes specifying what information is required, designing the method for collecting information, managing and implementing the collection of data, analysing the results, and communicating the findings and their implications. In particular:
Systematic means some basic idea should come first such as specifying what information is required, designing the method for collecting information, managing and implementing the collection of data, analysing results and communicating the findings and their implications
Objective requires for unbiased because bias will invalidate the results of the research
The first suggest is that marketing research information is not intuitive or haphazardly gathered. Second, if the information gathered or data collected is to be accurate, the marketing research must be objective.
Basic research VS. Applied research:
Basic research:
Basic or pure research attempts to expand the limits of knowledge; it is not aimed at solving a particular pragmatic problem. It has been said that there is nothing so practical as a good theory. Although this is true in the long run, basic marketing research findings generally cannot be immediately implemented by a marketing executive. Basic marketing is conducted to verify the acceptability of a given theory or to learn more about a certain concept
Applied research:
Applied research is conducted when a decision must be made about a specific real-life problem. Our focus is o applied research – studies that are undertaken to answer questions about specific problems or to make decisions about particular courses of action or policies.
Scientific method:
Scientific method refers to the techniques and procedures used to recognize