View stunning SlideShares in full-screen with the new iOS app!Introducing SlideShare for AndroidExplore all your favorite topics in the SlideShare appGet the SlideShare app to Save for Later — even offline
View stunning SlideShares in full-screen with the new Android app!View stunning SlideShares in full-screen with the new iOS app!
2. Understand a scientific approach to marketing research.
3. Know how to define and solve marketing problems.
4. Know about getting secondary and primary data.
5. Understand the role of observing, questioning, and using experimental methods in marketing research.
6. Understand the important new terms.
When you finish this chapter, you should 8-2
Marketing Information Systems 8-3 Exhibit 8-1 Market Research Studies Internal Data Sources External Data Sources Databases Decision Support System (DSS) Marketing Manager Decisions Outcomes Marketing Models Information Technology Specialists Inputs ? Answers New Information Feedback Information Sources Questions and Answers Decision Maker Results
Marketing Research Process 8-4 Exhibit 8-2 Defining the Problem Analyzing the Situation Getting Problem- Specific Data Inter- preting Data Solving the Problem Early Identification of Solution Feedback to Previous Steps
Sources of Data 8-5 Exhibit 8-3 Secondary Data Sources Inside Company Outside Company Observation Questioning Primary Data Sources All Data Sources
Collecting Data 8-6 Primary Methods for Collecting Survey Data Mail Telephone Personal Interview
Interpreting Data 8-7 Key Issues in Data Interpretation Population Confidence Intervals Validity Sample
Key Terms Research Proposal Qualitative Research Focus Group Interview Quantitative Research Response Rate Consumer Panels Experimental Method Statistical Packages Population Sample Random Sampling Confidence Intervals Validity Marketing Information System (MIS) Intranet Decision Support System (DSS) Search Engine Marketing Model Marketing Research Scientific Method Hypotheses Marketing Research Process Situation Analysis Secondary Data Primary Data 8-8