the systematic and objective process of generating information for aid in making marketing decisions
the systematic design, collection, interpretation, and reporting of info to help marketers solve specific marketing problems or take advantage of marketing opportunities.
Locating and defining issues or Problems: first sign of problem is failure to attain objectives
Designing the research project: develop hypothesis & determine appropriate research type
Interpreting Research Findings:
Reporting Research Findings:
Qualitative Research: Exploratory, non-quantitative
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