Study Guide

Marketing Research Introduction, the Research Process, Problem Definition & Research Design

Chapters 1 (page 16 - end of the chapter) and 2 in your text, posted materials, lecture notes and in-class assignments

• What is marketing research?  If asked, you should be able to discuss any aspects of the definition.
• What is the difference between market research and marketing research?
• What are some reasons that you should or should not conduct a research study?
• Be able to identify or describe each of the different type of marketing research firms.
• What are some ethical activities for clients, research providers and respondents?
• If presented with an issue, situation or scenario, be able to discuss its ethical implications.
• Be able to briefly explain the role of any of the stages in the marketing research process (this is my diagram provided as a handout -- you do not have to memorize the diagram – you will not be asked to draw it out).
• Be able to identify or provide an example of ways in determining when to undertake a marketing research study.
• What is the difference between raw data and information?
• What is the difference between primary and secondary data?
• What is the difference between a marketing management problem and a symptom of a problem? Be able to provide an example to explain this difference.
• What is a research problem? What are the steps in the research problem definition process? Be able to explain each step and provide an example, if asked.
• Be able to provide a research problem and research objectives if provided with a managerial problem.
• Be able to
• What is a research hypothesis?  When would you use a research hypothesis?  Be able to state a research hypothesis, if asked.
• What is a research proposal?
• What is the purpose of the research design phase of the study? Why is it important?
• Be able to identify and describe the three basic types of research design
• When would a researcher choose an exploratory design? Descriptive? Causal? If given a scenario, be able to identify and justify the best research design to accomplish the task at hand.