市场研究英文-精品课件.pptxVIP

Essentials ofMarketing Research Jacky PengChapter 3: The Marketing Research ProcessInformationReduces uncertaintyHelps focus decision makingTypes Of ResearchExploratoryDescriptiveCausalUncertainty Influences The Type Of ResearchCAUSAL ORDESCRIPTIVEEXPLORATORYCOMPLETELYCERTAINABSOLUTEAMBIGUITYDegree of Problem DefinitionExploratory Research Descriptive Research Causal Research(Unaware of Problem) (Aware of Problem) (Problem Clearly Defined) “Our sales are declining and “What kind of people are buying “Will buyers purchase more of we don’t know why.” our product? Who buys our our product