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Ch 15: CMMP Exam: Marketing Research

About This Chapter

You can use the lessons found in this chapter to study up on the topic of marketing research. All of the pieces of information presented in these lessons are points that you'll need to know for the CMMP Exam.

CMMP Exam: Marketing Research - Chapter Summary

If you are planning on taking the Certified Marketing Management Professional (CMMP) Exam, you will need to have a solid understanding of the topic of marketing research. You can use the video lessons contained in this chapter to help you study the main aspectss of marketing research. Some of the subjects you'll find in the lessons include:

  • The definition, purpose and role of marketing research
  • Formulating a marketing research project
  • The definition, sources and collection of secondary data
  • Quantitative and qualitative research
  • How to choose data collection techniques

In addition to studying the lessons, you can test your understanding of these topics by going over the chapter's practice quizzes. Taken as a whole, the chapter will give you a good indication of what to expect on the CMMP Exam itself.

5 Lessons in Chapter 15: CMMP Exam: Marketing Research
Test your knowledge with a 30-question chapter practice test
Marketing Research: Definition, Purpose and Role in Marketing Strategy

1. Marketing Research: Definition, Purpose and Role in Marketing Strategy

If you're a business owner, you need to know your clientele. Watch this lesson to understand the purpose and role of marketing research strategy in an overall marketing plan. This might be just the info you need!

How to Establish a Marketing Research Project

2. How to Establish a Marketing Research Project

Most consumers don't realize how much behind-the-scenes research and analysis goes into the marketing of a product. With millions of dollars at stake, marketers must use information available to formulate a key marketing plan, decision or change in strategy.

Secondary Data in Marketing Research: Definition, Sources & Collection

3. Secondary Data in Marketing Research: Definition, Sources & Collection

Marketing research requires data, and secondary data is often the most convenient and cost-effective option. In this lesson, you'll learn about secondary data, including its sources and how to collect it.

Quantitative vs. Qualitative Research

4. Quantitative vs. Qualitative Research

In this lesson, we identify the differences between quantitative and qualitative research methods in the social sciences. We also discuss the advantages and disadvantages of each approach.

Strategies for Choosing a Data Collection Technique

5. Strategies for Choosing a Data Collection Technique

After figuring out what you are going to study, you, as the researcher, will need to figure out how to study it. This lesson discusses popular ways a researcher can collect data as well as why a researcher would chose a particular data collection technique.

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

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