6 Questions
What is the primary objective of marketing research strategy?
To inform marketing decisions by gathering and interpreting data
What type of research aims to describe a marketing phenomenon or situation?
Descriptive Research
What research design focuses on exploring attitudes, opinions, and behaviors?
Qualitative Research
What type of data is collected directly by the researcher?
Primary Data
What is the primary focus of causal research?
Examining cause-and-effect relationships
What is the purpose of a literature review in marketing research?
To collect secondary data
Study Notes
Definition
Marketing research strategy refers to the process of gathering, analyzing, and interpreting data to inform marketing decisions. It involves identifying research objectives, collecting and analyzing data, and using the insights to develop effective marketing strategies.
Types of Research Strategies
1. Exploratory Research
- Aimed at gaining a deeper understanding of a marketing problem or opportunity
- Involves open-ended, qualitative methods such as focus groups and interviews
2. Descriptive Research
- Aims to describe a marketing phenomenon or situation
- Involves quantitative methods such as surveys and observational studies
3. Causal Research
- Examines cause-and-effect relationships between marketing variables
- Involves experimental design and statistical analysis
Research Design
1. Qualitative Research
- Focuses on exploring attitudes, opinions, and behaviors
- Methods include:
- Focus groups
- In-depth interviews
- Content analysis
2. Quantitative Research
- Focuses on measuring and analyzing numerical data
- Methods include:
- Surveys
- Experiments
- Observational studies
Data Collection Methods
1. Primary Data
- Collected directly by the researcher
- Methods include:
- Surveys
- Interviews
- Observations
2. Secondary Data
- Collected from existing sources
- Methods include:
- Literature reviews
- Online databases
- Government reports
Data Analysis
1. Descriptive Statistics
- Summarize and describe data characteristics
- Measures include:
- Mean
- Median
- Mode
- Standard deviation
2. Inferential Statistics
- Draw conclusions about a population based on a sample
- Methods include:
- Hypothesis testing
- Confidence intervals
Research Report
- A comprehensive document presenting research findings and recommendations
- Typically includes:
- Executive summary
- Introduction
- Methodology
- Results
- Discussion
- Conclusion
- Recommendations
Test your knowledge of marketing research strategies, including exploratory, descriptive, and causal research, as well as data collection and analysis methods. Learn about the different types of research designs, data collection methods, and statistical analysis techniques used in marketing research.
Make Your Own Quizzes and Flashcards
Convert your notes into interactive study material.
Get started for free
