Chapter 5: Conducting Marketing Research

Four Steps in the Marketing Research Process Defining the problem and objectives Develop the research plan Implementing the plan - collect and analyze Interpreting and reporting the findings Types of Research Exploratory: preliminary information that will help define problems and suggest hypotheses Descriptive: to better describe marketing problems, situations, or markets Causal: to test hypotheses about cause-and-effect relationships Types of Data Primary: information collected for the specific purpose at hand Secondary: information that already exists somewhere, having been collected for another purpose Putting Marketing Research to Use Marketing research is conducted to collect data - but marketing managers must "translate" that data into information Review: Customer Relationship Management Systems

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