Ch 3: Market Research & Analysis

About This Chapter

This marketing research and analysis chapter breaks down important topics in an engaging and easy-to-understand manner. Access the chapter at any time to prepare for upcoming exams, bring up your grades, catch up in class or earn course credit.

Marketing Research & Analysis - Chapter Summary

You're in the right place if you need to brush up on basic marketing research and analysis concepts. This self-paced chapter comes with engaging lessons and interactive quizzes that help you quickly study and retain essential marketing research topics, such as marketing intelligence, data analytics tools, data warehousing, marketing information systems and much more. If you need any extra help understanding the material, simply submit your questions to our expert instructors. Finally, you can access the material at any time of day or night, which enables you to study whenever it's convenient. Completing this chapter can help you:

  • Explain the benefits of marketing information systems
  • Define the concept of marketing intelligence
  • Understand how businesses and consumers communicate in the digital age
  • Evaluate the purpose and role of marketing research in a marketing strategy
  • Know how marketing research projects are established
  • Recognize sources for primary and secondary data in marketing research
  • Differentiate between qualitative and quantitative marketing research
  • Identify probability and non-probability sampling methods
  • Assess various data analytics tools
  • Comprehend basic statistical analysis, data mining and data warehousing concepts

13 Lessons in Chapter 3: Market Research & Analysis
Test your knowledge with a 30-question chapter practice test
What is a Marketing Information System? - Definition, Benefits & Example

1. What is a Marketing Information System? - Definition, Benefits & Example

Marketing information systems are important tools that help marketing managers and business owners make decisions about product development and promotional activities. In this lesson, you'll learn why they are important and look at some real-life ways companies use them.

Marketing Intelligence: Definition & Uses

2. Marketing Intelligence: Definition & Uses

Companies need to know their market very well to make informed decisions regarding their brands and products. This lesson explains marketing intelligence and its uses.

Business & Consumer Communication in the Digital Age

3. Business & Consumer Communication in the Digital Age

Today, social media has made it easy to comment about a product or a brand using digital channels. In this lesson, we'll learn the importance of business and consumer communication in the digital age.

Marketing Research: Definition, Purpose and Role in Marketing Strategy

4. 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

5. 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.

What Is Primary Data in Marketing Research? - Definition, Sources & Collection

6. What Is Primary Data in Marketing Research? - Definition, Sources & Collection

If you ever received a call to participate in a survey, you were part of primary data collection. In this lesson, you'll learn what primary data is. You'll also explore sources of primary data and the collection of it. A short quiz follows.

Secondary Data in Marketing Research: Definition, Sources & Collection

7. 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 in Marketing

8. Quantitative vs. Qualitative Research in Marketing

After watching this video lesson, you will know the differences between quantitative market research and qualitative market research. You will see what strengths each has and how these can work together.

Probability Sampling Methods: Definition & Types

9. Probability Sampling Methods: Definition & Types

Choosing a sample is one of the most important steps in research. But how should you choose? In this lesson, we'll look at three types of probability sampling: simple random, systematic, and stratified sampling.

Non-Probability Sampling Methods: Definition & Types

10. Non-Probability Sampling Methods: Definition & Types

There are many different ways to choose a sample for a research study. In this lesson, we'll look at three types of non-probability sampling: convenience, quota, and judgmental (or purposive sampling) and when to use each type.

What is Data Analytics? - Definition & Tools

11. What is Data Analytics? - Definition & Tools

In this lesson, we'll learn about data analytics. We'll define it and learn about some of the many tools used for data analytics. The lesson is followed by a quiz.

Data Warehousing and Data Mining: Information for Business Intelligence

12. Data Warehousing and Data Mining: Information for Business Intelligence

Collections of databases that work together are called data warehouses. This makes it possible to integrate data from multiple databases. Data mining is used to help individuals and organizations make better decisions.

Statistical Analysis: Using Data to Find Trends and Examine Relationships

13. Statistical Analysis: Using Data to Find Trends and Examine Relationships

Many different organizations use statistical analysis to describe and analyze data and to predict future trends. Learn about the different types of statistics in this video lesson.

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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