03-mktgrschprocess（培训资料）.pptVIP

 ExploringMarketing Research William G. Zikmund Chapter 3: The Marketing Research Process Information Reduces Uncertainty Helps focus decision making Types of Research Exploratory Descriptive Causal 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 Watchers average customer: Woman about 40 years old Household income