市场营销课件06-exploratory rsch.pptVIP

Exploring Marketing ResearchWilliam G. Zikmund Chapter 6: Exploratory Research Exploratory Research Initial research conducted to clarify and define the nature of a problem Does not provide conclusive evidence Subsequent research expected What is Exploratory Research? Concept Testing Exploratory research procedure that tests some sort of stimulus as a proxy for an idea about a new, revised, or repositioned product Categories of Exploratory Research Experience surveys Secondary data analysis Case studies Pilot studies Experience Surveys Ask knowledgeable individuals about a particular