Summary Marketing Research, Global Edition

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ISBN-10 129215327X ISBN-13 9781292153278
305 Flashcards & Notes
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This is the summary of the book "Marketing Research, Global Edition". The author(s) of the book is/are Alvin C Burns Ronald F Bush. The ISBN of the book is 9781292153278 or 129215327X. This summary is written by students who study efficient with the Study Tool of Study Smart With Chris.

Summary - Marketing Research, Global Edition

  • 1 Introduction to Marketing Research

  • Learning Objective: What the relationship of marketing research to marketing, the marketing concept, and marketing strategy is

    Key Concepts
    • Marketing research provides managers with new information to help them make decisions
  • 1.1 Marketing Research is Part of Marketing

  • Learning Objective: What the relationship of marketing research to marketing, the marketing concept, and marketing strategy is

    Key Concepts
    • Marketing - The American Marketing Organisation defines marketing as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large
    • Modern Marketing - Thought holds that firms should collaborate with and learn from consumers
    • Crowdsourcing - Crowdsourcing is the practice of obtaining services or ideas by asking for assistance from large groups of people, generally online communities
  • What is the definition of marketing?
    Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large
  • What is modern marketing?
    Firms should collaborate with and learn from consumers
  • What is crowdsourcing?
    Crowdsourcing is the practice of obtaining services or ideas by asking for assistance from large groups of people, generally online communities
  • 1.1.1 The Philosophy of the Marketing Concept Guides Managers' Decisions

  • Learning Objective: What the relationship of marketing research to marketing, the marketing concept, and marketing strategy is

    Key Concepts
    • The Marketing Concept - The marketing concept is a business philosophy that holds that the key to achieving organisational goals consists of the company being more effective than competitors in creating, delivering, and communicating customer value to its chosen markets
  • What is the marketing concept?
    The marketing concept is a business philosophy that holds that the key to achieving organisational goals consists of the company being more effective than competitors in creating, delivering, and communicating customer value to its chosen markets (key point is putting the customer first)
  • 1.1.2 The "Right" Marketing Strategy

  • Learning Objective: What the relationship of marketing research to marketing, the marketing concept, and marketing strategy is

    Key Concepts
    • Marketing Strategy - A marketing strategy consists of selecting a segment of the market as the company’s target market and designing the proper “mix” of product/service, price, promotion, and distribution system to meet the wants and needs of the consumers within the target market
  • What is a marketing strategy?
    A marketing strategy consists of selecting a segment of the market as the company’s target market and designing the proper “mix” of product/service, price, promotion, and distribution system to meet the wants and needs of the consumers within the target market
  • 1.2 What is Marketing Research?

  • Learning Objective: How to define marketing research

    Key Concepts
    • Marketing Research - Marketing research is the process of designing, gathering, analysing, and reporting information that may be used to solve a specific marketing problem
  • What is the definition of marketing research?
    Marketing research is the process of designing, gathering, analysing, and reporting information that may be used to solve a specific marketing problem
  • 1.2.1 Is it Marketing Research or Market Research?

  • Learning Objective: How to define marketing research

    Key Concepts
    • Market Research - While the terms marketing research and market research are sometimes used interchangeably, market research refers to applying marketing research to a specific market
  • What is market research?
    While the terms marketing research and market research are sometimes used interchangeably, market research refers to applying marketing research to a specific market
  • 1.2.2 The Function of Marketing Research

  • Learning Objective: How to define marketing research

    Key Concepts
    • Function of Marketing Research - The function of marketing research is to link the consumer to the marketer
  • What is the function of marketing research?
    The function of marketing research is to link the consumer to the marketer
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Latest added flashcards

What is interval scale?
Interval scales are used to measure unobservable constructs
What is ratio scale?
Ratio scales have a true zero point
What are scale measures?
Scale measures are those in which the distance between each lever is known
What are ordinal measures?
Ordinal scales indicate only relative size between objects
What are nominal measures?
Nominal measures are defined as those that use only labels; that is, they possess only the characteristic of description
What is scale development?
Is designing questions and response formats to measure the subjective properties of an object
What are subjective properties?
Subjective properties are unobservable and intangible, and they must be translated onto a rating scale through the process of scale development
What are objective porperties?
Objective properties are observable and tangible
What are properties?
Properties are the specific features or characteristics of an object that can be used to distinguish it from another object
What is measurement?
Measurement is determining a description or amount of some property of an object that is of interest to the researcher