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Marketing research is the systematic design, collection, analysis, and reporting of data relevant to a
specific marketing situation facing an organization.
• Exploratory research is the gathering of preliminary information that will help to define the
problem and suggest hypotheses.
• Descriptive research is to describe things such as market potential for a product or the
demographics and attitudes of consumers who buy the product.
To meet the manager’s information needs, the research plan can call for gathering secondary date,
primary date, or both.
• Secondary data consists of information that already exists somewhere, having been collected
for another purpose. Secondary data collecting approaches include: company’s internal
database, commercial online databases and internet search engines.
• Primary data consists of information gathered for the special research plan. Primary data
collection approaches: observation, survey, experiments.
Observational Research.
Survey Research.
• It gathers primary data by asking people questions about their knowledge, attitudes,
preferences, and buying behavior. It is the best suited for gathering descriptive
information. Flexible approach.
Experimental Research.
Contact Methods:-
Sampling:-