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Introduction
Managers need information in order to introduce products and
services that create value in the mind of the customer. But the
perception of value is a subjective one, and what customers value
this year may be quite different from what they value next year.
As such, the attributes that create value cannot simply be deduced
from common knowledge.
Rather, data must be collected and analyzed. The goal of
marketing research is to provide the facts and direction that
managers need to make their more important marketing decisions.
To maximize the benefit of marketing research, those who use it
need to understand the research process and its limitations.
Types
Exploratory
of Research
Research
DesignsDesigns
1) Research Validity:
This problem with data gathering represents several concepts that
to the non-researcher may be quite complex. But basically validity
boils down to whether the research is really measuring what it
claims to be measuring.
2 ) Research Reliability:
Reliability is chiefly concerned with making sure the method of data
gathering leads to consistent results. For some types of research
this can be measured by having different researchers follow the
same methods to see if results can be duplicated. If results are
similar then it is likely the method of data gathering is reliable.
1) Genesis of Problem:
After the problem has been chosen, the next task is to formulate
imprecisely. Genesis implies a clear statement or definition of the
problem. A complete problem definition must specify each of the
following:
a) Bunch of Study:
It includes the individuals or the objects whose characteristics are
to be measured. Time and space boundaries these two universes
define the suitable time reference and the vocational reference for
the decision.