Managing Marketing Information to Gain Customer Insights - Marketing Research
11 important questions on Managing Marketing Information to Gain Customer Insights - Marketing Research
What is marketing research and of which 5 steps does it exist?
It is a non-lineair process, which consists of the following steps
Define problem and objectives --> Research plan --> data collection --> data analysis --> presenting findings.
In-between presenting findings and define problems and objectives is feedback; internal as well as external.
After defining the problem, research objectives can be made up. We distinguish exploratory, descriptive and causal research. What's the difference?
Descriptive --> marketing research gather information that will help you to describe the problems, situations etc.
Causal --> marketing research to test the hypothesis about cause-and-effect relationships.
Within the research plan you decide what type of data you'll use. What's the difference between primary and secondary data?
Secondary data is gathered for other purposes which you will use in your research as well. This data is already available.
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What is decriptive research?
When talking about primary data we can distinguish probability and random sampling. What's the difference?
Random sampling --> a sampling method with which all units in a population have equal chance of appearing in the sample.
Information for the research plan can be taken from several sources, which 4?
2. Primary data
3. Research approaches
4. Contact methods
What's the difference between marketing intelligence and marketing research?
What are commercial online databases?
What is observational approach?
What is the ethnographic approach?
Name 6 types of contact methods?
2. Telephone interviewing
3. Personal interviewing
4. Group interviewing
5. Online marketing research
6. Online focus groups
The question on the page originate from the summary of the following study material:
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- Never study anything twice again
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