Ch8 Concepts
1. Describe the development of the marketing research function and its major activities
a. Identify the different classifications of marketing research suppliers and explain how
they differ from one another
i. Syndicated services- standardized info
ii. Full-service research suppliers- they do it all
iii. Limited-service research suppliers- assist your in-house team.
b. What research methods can be used to measure customer satisfaction?
i. Online polls/ surveys
2. Explain the steps in the marketing research process
a. What are the six steps in the marketing research process?
i. Defining problem
ii. Conducting exploratory research
iii. Formulating a hypothesis- HYPOTHESIS not thesis
iv. Creating a research design
v. Collecting data
1. Primary
2. Secondary
vi. Interpreting and presenting the research information
b. What is the goal of exploratory research?
i. Seeks to discover the cause of a specific problem by discussing the problem with
informed sources both within and outside the firm and by examining data from
other information sources
3. Distinguish between primary and secondary data and identify the sources of each type
a. Distinguish between primary and secondary data
i. Primary- specific for investigation at hand
ii. Secondary- previously published data
b. What are the major methods of collecting secondary data
i. Government data
ii. Private data
iii. Online sources
c. What are the major methods of collecting primary data?
i. Observation method
ii. Surveys
iii. Controlled experiments
4. Explain the different sampling techniques used by marketing researchers
a. What is sampling?
i. Process of selecitn survey respondets or research parcipants
b. Explain the different types of probability samples
i. Simple random sample- every member is relevean and has equal opporuntiy of
selection
