Roles of Marketing and MR in a Firm

Primary vs. Secondary Data

Primary data is collected firsthand for a specific research purpose, while secondary data is existing data collected for other purposes.

Research Proposal

A document outlining the research objectives, methodology, timeline, and budget for a specific research project.

Focus Groups

A qualitative research technique where a small group of individuals share their opinions, perceptions, and attitudes on a specific topic.

Marketing Information System

A system that gathers, analyzes, and distributes information to support decision-making in marketing.

Decision Support System

An interactive computer-based system that aids decision-making by providing data analysis, modeling, and information visualization.

Sugging

An unethical practice where individuals or organizations engage in 'Sugging' by pretending to conduct a survey when their actual intent is to sell products.

Discovery- vs Strategy-Oriented Problem

Discovery-oriented problems involve identifying issues, while strategy-oriented problems focus on finding solutions and making decisions.

Importance of Meeting with the Client Early in Problem Definition

Early client meetings help in understanding client needs, clarifying objectives, and ensuring research aligns with client expectations.

Definition of Exploratory, Causal and Descriptive Research

Exploratory research aims to explore new ideas, causal research investigates cause-and-effect relationships, and descriptive research describes characteristics of a population.

Uses of Exploratory Research

Exploratory research is utilized to gain insights, define problems, and formulate hypotheses for further research.

Questions MR Can Answer (Exhibit 1.2)

Specific inquiries that marketing research can address, as shown in Exhibit 1.2.

Basic Function of Marketing Research (MR)

The fundamental purpose of conducting marketing research to identify and solve marketing problems.

Job Outlook for MR

The projected employment opportunities and career prospects in the field of marketing research.