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Marketing Research Process (Transforming the analysis data into insights…

- - - - Conducted to gather more data about a problem or to make a tentative hypothesis more specific
    - - Conducted to clarify the characteristics of certain phenomena and thus solve a particular problem
    - - Research that allows marketers to make casual interference about relationships
- - - - Observed, collected directly from respondents
      - Collected to specifically address a target problem
      - Gathered by observing people of interest
    - - is compiled internally or externally to the company for some other reason
      - Internal sources
        
        Sales data
        
        Accounting data
      - External sources
        
        government publications
        
        online databases
        
        Internet
        
        social network
  - - - Process of selecting a sample that is representative of the population
      - Types of sampling
        
        Probability Sampling
        
        Random Sampling: all units have an equal chance of being slected
        
        Stratified sampling: population is divided in groups according to attributes; a random sample is chosen within each group
        
        Non-probability sampling
        
        Quota Sampling: researchers stratify the population and arbitrarily choose participants from each group
    - - Often done to identify potential research issues prior to conducing surveys
      - Focus group
      - Customer advisory boards
      - Telephone interview
    - - mail survey
      - Telephone survey
      - Personal interview
      - Online Survey
    - - Direct contact is avoided to reduce subject awareness
      - Physical conditions and demographics are observed
      - Data may be affected by observer bias
      - May be folllowed up by interview