Ch 21: Basics of Marketing Research

About This Chapter

In this chapter, you'll find short marketing lessons that are designed to help you quickly review basic marketing research topics. This mobile-friendly chapter can be used for test preparation, homework help and casual learning.

Who's It For?

Anyone who needs help learning or mastering marketing research material will benefit from the lessons in this chapter. There is no faster or easier way to learn about the fundamentals of marketing research. Among those who would benefit are:

  • Students who have fallen behind in understanding marketing research concepts
  • Students who struggle with learning disabilities or learning differences, including autism and ADHD
  • Students who prefer multiple ways of learning about marketing (visual or auditory)
  • Students who have missed class time and need to catch up
  • Students who need an efficient way to learn about marketing research
  • Students who struggle to understand their teachers
  • Students who attend schools without extra marketing learning resources

How It Works:

  • Find lessons in our course that cover what you need to learn or review.
  • Watch the video or read through the text lesson.
  • Refer to the transcripts or specific lesson sections to reinforce your learning.
  • Test your understanding of each lesson with short quizzes.
  • Verify you're ready by completing the Basics of Marketing Research chapter exam.

Why It Works:

  • Study Efficiently: Skip what you know, review what you don't.
  • Retain What You Learn: Engaging animations and real-life examples make topics easy to grasp.
  • Be Ready on Test Day: Use the Basics of Marketing Research chapter exam to be prepared.
  • Get Extra Support: Ask our subject-matter experts any marketing question. They're here to help!
  • Study With Flexibility: Watch videos and read text lessons on any web-ready device.

Students Will Review:

This chapter helps students review the concepts in a marketing research unit of a standard marketing course. Topics include:

  • Quantitative/qualitative marketing research data collection and analysis
  • Suppliers and services for internal/external market research
  • The marketing research process
  • The translation of management problems into questions for market research
  • Marketing research's analytical model and framework
  • Marketing research design methodologies
  • Casual, descriptive and exploratory marketing research
  • Marketing research studies pertaining to sample size and confidence levels
  • Sampling and non-sampling error reduction in marketing research

9 Lessons in Chapter 21: Basics of Marketing Research
Test your knowledge with a 30-question chapter practice test
Qualitative & Quantitative Marketing Research: Data Collection & Analysis

1. Qualitative & Quantitative Marketing Research: Data Collection & Analysis

Quantitative and qualitative market research are like siblings - similar but still different. In this lesson, we'll compare the two research types when it comes to data collection and analysis.

Internal & External Market Research Suppliers & Services

2. Internal & External Market Research Suppliers & Services

When it comes to marketing research, companies can do the work themselves or look for external help. In this lesson, we'll examine both approaches and discuss the decision process companies go through in choosing the best path.

The Six Steps of the Marketing Research Process

3. The Six Steps of the Marketing Research Process

When you begin a market research project, there are six basic steps that you will likely follow. In this lesson, we'll walk through each step in some detail and provide a short quiz to test your knowledge.

Translating Management Problems Into Marketing Research Questions

4. Translating Management Problems Into Marketing Research Questions

Research questions help organizations set long-term strategy to resolve management problems and to ensure the business remains in lock-step with a customer's needs. This lesson explores how to use research questions to stay relevant in the long term.

Analytical Framework & Model for Marketing Research

5. Analytical Framework & Model for Marketing Research

This lesson explores the analytical framework of marketing research. Learn how to market using this model to develop research questions that specify the information needed, test hypotheses, interpret the data, and apply the results.

Determining Methodologies to Develop Marketing Research Designs

6. Determining Methodologies to Develop Marketing Research Designs

It is critical for market researchers to demonstrate that their research design actually reflects an answer to the research question. This lesson will explore the methodology for determining the best market research design.

Overview of Exploratory, Descriptive & Causal Research in Marketing

7. Overview of Exploratory, Descriptive & Causal Research in Marketing

In this lesson, we identify and describe the three types of research (exploratory, descriptive, and causal) and their place in marketing research. We then address sampling and non-sampling errors as well as techniques for reducing error.

Sample Size & Confidence Levels for Marketing Research Studies

8. Sample Size & Confidence Levels for Marketing Research Studies

If you can't reach them all, how do you decide how many people to survey to get a representative sample of a population? In this lesson, we'll examine sample size considerations and how to maximize your confidence level in the data.

Reducing Sampling & Non-Sampling Errors in Marketing Research

9. Reducing Sampling & Non-Sampling Errors in Marketing Research

In this lesson, we cover the most common types of errors in marketing research: sampling and non-sampling errors. Then we discuss techniques for reducing marketing research errors.

Chapter Practice Exam
Test your knowledge of this chapter with a 30 question practice chapter exam.
Not Taken
Practice Final Exam
Test your knowledge of the entire course with a 50 question practice final exam.
Not Taken

Earning College Credit

Did you know… We have over 160 college courses that prepare you to earn credit by exam that is accepted by over 1,500 colleges and universities. You can test out of the first two years of college and save thousands off your degree. Anyone can earn credit-by-exam regardless of age or education level.

To learn more, visit our Earning Credit Page

Transferring credit to the school of your choice

Not sure what college you want to attend yet? Study.com has thousands of articles about every imaginable degree, area of study and career path that can help you find the school that's right for you.

Support