1. Market Research

2. Market research  is a way for companies to get to know their customers  the process of systematically collecting, recording, analyzing, and presenting data related to marketing goods and services

3. Steps in the research process 1. Identify the problem. secondary research 2. Conduct secondary research. primary research 3. Select and design primary research. a) Observation method 4. Collect data. a) Census b) Sample c) c) Data mining 5. Report and analyze. a) Qualitative-research data b) Quantitative-research data

4. Types of Research  secondary research published data that have been collected for some other purpose  primary research original research conducted for a specific marketing situation (qualitative vs. quantitative)  observation method research technique that involves watching actual behavior and recording it

5. Types of Research Qualitative  used to measure people’s reactions, responses, or feelings toward a given subject or problem Quantitative  collecting data by surveying a representative sample of a target-market population

6. Types of Data  census a study that counts everyone in the research population  sample a number of people who are representative of a study’s population