Research and the Research Process

Types of Marketing Research Exploratory Research Descriptive Research Causal Research …relates to Uncertainty

Exploratory Research Initial research to clarify a problem or opportunity Basis for further research

Descriptive Research Describes the nature and characteristics of a market or situation e.g. much of Market Research is descriptive

Causal Research Describes the nature off variables and cause and effect relationships e.g. Market Modelling

The Research Process A logical set of stages that research goes through o produce ROBUST and RELEVANT Marketing Intelligence

Logical Process

Group Exercise Read the case in text (page 65) on Fisher –Price Rescue heroes. Answer Question 1