marketing research firm that specializes in selected activities

Field/telephone interviews

data processing

focus groups

1. Define the Problem
2. Conduct Exploratory Research
3. Formulate Hypothesis
4. Create Research Design
5. Collect Date (Primary and Secondary)
6. Interpret and Present Research Info

informal investigation to discover cause of problem

internal data

Government Data (census)

Private Data- orgs. (encyclopedia, sales surveys, previous studies)

Online Sources (online databases, search engines)

the process of selecting survey respondents or research participants

Population- total group researchers want to study

Census- collection of data on all members of pop.

sample that gives every member of pop. a known chance of being selected

Simple random sample- every member given equal opportunity of selection

Stratified sample- randomly selected subsamples of different groups are represented in total sample.  Represented group usually homogeneous

Cluster Sample- subgroups (clusters) selected from which respondents are drawn.

arbitrary grouping that produces data unsuited for most statistical tests

Convenience sample- nonprobability sample selected from among readily available respondents (right place right time)

Quota sample- nonprobability sample divided to maintain the proportion of certain characteristics among different segments as is seen in population

Observation- reserachers view, watch subjects; useful to understand how consumers behave in situations

Survey Method- focus groups, telephone survey,online survey