营销调研Research and the Research Process.ppt

Bangor Transfer Abroad Programme Marketing Research Research and the Research Process Types of Marketing Research Exploratory Research Descriptive Research Causal Research …relates to Uncertainty Exploratory Research Initial research to clarify a problem or opportunity Basis for further research Descriptive Research Describes the nature and characteristics of a market or situation e.g. much of Market Research is descriptive Causal Research Describes the nature off variables and cause and effect relationships e.g. Market Modelling The Research Process A logical set of stages that research goes through o produce ROBUST and RELEVANT Marketing Intelligence Logical Process Group Exercise Read the case in text (page 65) on Fisher –Price Rescue heroes. Answer Question 1 Bangor Transfer Abroad Programme Marketing Research