Accounting MRK108 Chapter Notes - Chapter 5: Competitive Intelligence, Environmental Design, Response Element
26 Oct 2016
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Marketing research gathering information about customers, their needs, and the marketplace in which they operate. Three functional roles that can marketing research can play in an organization: descriptive role presenting factual statements, diagnostic role explaining relationships within data, predictive role predicating results of a marketing decision (what is?) Good marketing research program will attempt to balance these 3 roles. Researcher should first determine whether there is enough information to clearly define a problem before embarking on the full marketing research process. Marketing objective specific statement about the information needed to solve the research question. Are developed as a series of questions that seek to clarify what decision markers needed to know to make a marketing decision. Key questions to ask are the following: Research design plan that specifies how to answer the question and achieve the research objectives by laying out the research tools and techniques necessary to collect and analyze data.
