ch03市场研究.pptVIP

 Essentials ofMarketing Research Jacky Peng Chapter 3: The Marketing Research Process Information Reduces uncertainty Helps focus decision making Types Of Research Exploratory Descriptive Causal Uncertainty Influences The Type Of Research Degree of Problem Definition Exploratory Research Initial research conducted to clarify and define the nature of a problem Does not provide conclusive evidence Subsequent research expected Descriptive Research Describes characteristics of a population or phenomenon Some understanding of the nature of the problem Descriptive Research Example Weight