Marketing Research and Market Intelligence
Steps in the Marketing Research Process
Review Questions
- Explain why it's important to carefully
define the problem or opportunity a marketing research study is designed
to investigate.
- Describe the different types of problems that can occur when marketing research professionals develop questions for surveys.
- How does a probability sample differ from a nonprobability sample?
- What makes a marketing research study valid? What makes a marketing research study reliable?
- What sections should be included in a marketing research report? What is each section designed to do?