100% satisfaction guarantee Immediately available after payment Both online and in PDF No strings attached
logo-home
Summary Marketing Research 344 Summaries R150,00
Add to cart

Summary

Summary Marketing Research 344 Summaries

9 reviews
 469 views  31 purchases

Marketing Research 344 Summaries of Exploring Marketing Research (Zikmund & Babin) Chapters 3, 5, 6, 7, 8, 9, 10, 13, 14, 15, 16, 18, 19, 20, 21, 22, 23 & 25

Preview 3 out of 92  pages

  • August 10, 2018
  • 92
  • 2018/2019
  • Summary
All documents for this subject (1)

9  reviews

review-writer-avatar

By: Dupre22 • 7 year ago

review-writer-avatar

By: jfouche21 • 6 year ago

review-writer-avatar

By: 19848951 • 6 year ago

review-writer-avatar

By: wiehahnkrige • 7 year ago

review-writer-avatar

By: JustinZSacks • 7 year ago

review-writer-avatar

By: mrm • 7 year ago

review-writer-avatar

By: ursulahavemann • 7 year ago

Show more reviews  
avatar-seller
us1
Marketing Research 344
Exploring Marketing Research (Zikmund & Babin)

Chapters 3, 5, 6, 7, 8, 9, 10, 13, 14, 15, 16, 18, 19, 20, 21, 22, 23 & 25

,CHAPTER 3: THE MARKETING RESEARCH PROCESS
 Researchers contribute to decision making in several key ways:
1. Helping to better define current situation
2. Defining the firm – determining how consumers, competitors & employees view firm
3. Providing ideas for product improvements or new product development (NPD)
4. Testing ideas that assist implementing marketing mix strategy for firm
5. Examining how correct certain marketing theory is in a given situation

DECISION MAKING & MARKETING RESEARCH
 Decision making – process of developing & deciding among alternative ways of resolving a
problem or choosing from among alternative opportunities
 Market opportunity – a situation that makes some potential competitive advantage possible
 Market problem – a situation that makes some significant negative consequence more likely – is
due to some force acting in/on the firm
 Symptoms – observable cues that serve as a signal of a problem because they are caused by that
problem (example: a drop in market share is a symptom of a market problem & not the problem
itself)

CERTAINTY
 Complete certainty – researcher has all the information to make an optimal decision
 Uncertainty – grasp general nature of desired objectives, but information about alternatives is
incomplete

AMBIGUITY
 The nature of the problem itself is unclear – objectives are vague & decision alternatives are
difficult to define  most difficult & most common decision situation

Classifying decision-making situations




1

, TYPES OF MARKETING RESEARCH
1. EXPLORATORY RESEARCH
 Conducted to clarify ambiguity situations or discover ideas for potential business opportunities
 NOT intended to provide conclusive evidence from which to determine course of action
 Useful in new product development

2. DESCRIPTIVE RESEARCH
 Describes characteristic of objects, people, groups, organisations, or environments
 “paints a picture” of a given situation
 addresses the who, what, when, where, why & how questions
 helps describe market segments
 Diagnostic analysis – seeks to diagnose reasons for market outcomes & focuses specifically on
the beliefs & feelings consumers have about & toward competing products

3. CAUSAL RESEARCH
 Allows causal inferences to be made; seeks to identify cause-and-effect relationships
 Exploratory & descriptive research usually precedes causal research
 Causal inference – a conclusion that when one thing happens, another thing will follow
 3 critical pieces of causal evidence are:
1. Temporal Sequence
o Deals with the time order of events (appropriate causal order of events) – the cause must
occur before the effect  if advertising causes sales, the advertising must appear before
the change in sales
2. Concomitant Variation
o Occurs when two events ‘covary’ – they vary systematically  when a change in cause
occurs, a change in the outcome is also observed
3. Nonspurious Association
o Any covariation between a cause and an effect is true & not simply due to some other
variable
 In summary, causal research should do the following:
1. Establish appropriate causal order or sequence of events
2. Measure the concomitant variation (relationship) between the presumed cause & effect
3. Examine possibility of spuriousness by considering presence of other plausible causal factors

Exploratory Research Descriptive Research Causal Research
Amount of uncertainty Highly ambiguous Partially defined Clearly defined
of decision situation
Key research statement Research question Research question Research hypothesis
When conducted? Early stages of decision Later stages of decision Later stages of decision
making making making
Usual research approach Unstructured Structured Highly structured
Examples “Our sales are declining “What kind of people “Will consumers buy
& we don’t know why” are buying our more of our products in
“Who would be product? Who buys our a new package?”
interested in our new competitor’s product?” “Which of the 2
product idea?” “What product features advertising campaigns
are most important to will be more

2

The benefits of buying summaries with Stuvia:

Guaranteed quality through customer reviews

Guaranteed quality through customer reviews

Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.

Quick and easy check-out

Quick and easy check-out

You can quickly pay through EFT, credit card or Stuvia-credit for the summaries. There is no membership needed.

Focus on what matters

Focus on what matters

Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!

Frequently asked questions

What do I get when I buy this document?

You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.

Satisfaction guarantee: how does it work?

Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.

Who am I buying this summary from?

Stuvia is a marketplace, so you are not buying this document from us, but from seller us1. Stuvia facilitates payment to the seller.

Will I be stuck with a subscription?

No, you only buy this summary for R150,00. You're not tied to anything after your purchase.

Can Stuvia be trusted?

4.6 stars on Google & Trustpilot (+1000 reviews)

53022 documents were sold in the last 30 days

Founded in 2010, the go-to place to buy summaries for 14 years now

Start selling
R150,00  31x  sold
  • (9)
Add to cart
Added