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Lecture Notes for MKTG 4154 - Marketing Research with Shrewsberry at Virginia Tech (VT)

Notes Information

Material Type:Study Guide
Professor:Shrewsberry
Class:MKTG 4154 - Marketing Research
Subject:Marketing
University:Virginia Polytechnic Institute And State University
Term:Spring 2008
Keywords:
  • Branching Questions
  • Casual Research
  • Focus Group Interview
  • Stapel Scale
  • Perfect Survey
  • Exploratory Research
  • Particularly
  • Graphic Rating Scale
  • Research Objectives
  • Descriptive Research
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Sample Document Text

Marketing Mid-Term Study Guide (Ch. 1,3,5,6,7,10,11,12) 1. Basic Research – Research conducted without a specific decision in mind that usually does not address the needs of a specific organization. It attempts to expand the limits of marketing knowledge in general and is not aimed at solving a particular pragmatic problem. 2. Applied Research – Research conducted to address a specific marketing decision for a specific firm or organization. 3. Exploratory Research – Conducted to clarify ambiguous situations or discover ideas that may be potential business opportunities. Exploratory research is not intended to provide conclusive evidence from which to determine a particular course of action. Exploratory Research is particularly useful in new product development. 4. Descriptive Research – Describes characteristics of objects, people, groups, organizations, or environments. Descriptive research tries to “paint a picture” of a given situation. Descriptive research addresses who, what, when, where, and...

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