Marketing Research
Defining the Problem and Research Objectives
Exploratory research
Descriptive research
Causal research
Marketing Research
Developing the Research Plan
Outlines sources of existing data
Spells out the specific research approaches, contact methods, sampling plans, and instruments to gather data
Marketing Research
Written Research Plan Includes:
Management problem
Research objectives
Information needed
How the results will help management decisions
Budget
Marketing Research
Developing the Research Plan
Secondary data consists of information that already exists somewhere, having been collected for another purpose
Advantages
Cost
Speed
Could not get data otherwise
Disadvantages
Current
Relevant
Accuracy
Impartial
Primary data consists of information gathered for the special research plan