Information System Whereas marketing research is mainly concerned with the actual content of the information and how it is to be generated, the information system is concerned with managing the flow of data from many different projects and secondary sources to the managers who will use it. This requires databases to organize and store...
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The Research Process – Research Purpose Seldom will research problems come neatly packaged—with obvious information requirements, clear-cut boundaries and pure motives on the part of the decision makers. Instead, they are more likely to be poorly defined, only partially understood, and missing possible decision alternatives that should be analyzed. Launching a research study with...
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The Research Process – Research Objective The research objective is a statement, in as precise terminology as possible, of what information is needed. The research objective should be framed so that obtaining the information will ensure the research purpose is satisfied. Research objectives have three components. The first is the research question. It specifies...
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Research Design and Implementation – Research Approach Types of Research All research approaches can be classified into one of three general categories of research: exploratory, descriptive, and causal. These categories differ significantly in terms of research purpose, research questions, precision of the hypotheses that are formed, and the data collection methods that are used....
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Basic Sources of Marketing Data – Secondary Data Secondary data are by far the most popular source of marketing information. Not only are the data readily available, but they often are sufficient to answer the research question. For example: • A marketing manager studying development in the wine industry will use trade association data...
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