1. Research and the Research Process

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

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

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

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

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

8. Logical Process

11. Is the Research Justified?
Cost of research (money and time) is justified by…
Efficiency- cost v. profitability
Confidence required – impact of decision

12. Define Research Objectives
Clear idea of marketing problem /
opportunity / decision
2. SMART objectives