MARK 302 Lecture Notes - Lecture 2: Swot Analysis, Client Confidentiality, Nonprobability Sampling
24 Sep 2017
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What do these say about the real problem? (iceberg. Descriptive studies answer who, what, where, when, why, and how, define relationships between variables in the problem: provide a better understanding of the market, determine trends, brand loyalty, customer profiles. Causal research: confirms theories, identifies cause and effect, shows clear relationships between independent and dependent variables. Research request: describes potential research projects, includes estimated costs and benefits. Request for proposal: company provides why the study is needed, research objectives, methodology, and time frame, while market research suppliers provide detailed cost breakdowns, past experiences, and references. Includes: title page, statement of research objectives, study design, areas of questioning, data analysis, personnel involved, specifications and assumptions, services, costs, timing. Clients want market research suppliers who : maintain client confidentiality, are honest, punctual, and flexible, follow project specifications, provide high-quality output, responsive to their needs, keep them informed. Determinants of whether research is used or not:
