Summary Marketing Research

advantages of surveys

Antwort: standardization, ease of administration, ability to tap the unseen, suitability to tabulation and statistical analysis, sensitivity and subgroup differences

causal research

Antwort: allows isolation of causes and effects, determines causality and make if-then statements

classification of marketing research studies

Antwort: identification of opportunities and problems, generation, refining and evaluation of marketing actions, monitoring marketing performances, improving marketing as a process

components of MIS

Antwort: internal report system (accounting, income statement data), marketing intelligence system (information from outside the firm), marketing decision support system (database with analytical tools), marketing research system (gathers information not gathered by other MIS systems)

conclusive design

Antwort: descriptive + causal

constructs asked in research

Antwort: brand awareness, recall recognition of advertising, knowledge of product features, brand familarity, comprehension of product benefits, attitudes, feelings toward brand, intentions to purchase, past purchase or use, brand loyalty, satisfaction

continuous research panels

Antwort: asks members same questions on each panel measurement

controlled test market

Antwort: conducted by outside research firm that distribute product through pre-specified types and numbers of distribution (useful for product introduction, entering new market)

cross-sectional

Antwort: measure units from a sample of the population at only one point in time

data analysis

Antwort: involved entering data into computer files, inspecting data for errors and running tabulations and various statistical tests