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

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

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

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

9. Logical Process

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