(See related pages)
After reading this chapter, you will be able to
- Describe the major environmental factors influencing marketing research and explain their impact on the research process.
- Discuss the phases and steps of the research process and explain some of the key activities within each step.
- Explain the differences between raw data, data structures, and information, and describe the process by which raw data are transformed into information that managers can use.
- Illustrate and explain the critical elements of problem definition in marketing research.
- Distinguish between exploratory, descriptive, and causal research designs.
- List the critical issues in the development of a sampling plan, and explain the basic differences between a probability and nonprobability sampling plan.
- Identify and explain the major components of a research proposal.
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