About This Chapter
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
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.
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.
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.
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!
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.
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.
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.
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.
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.
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.
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.
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.
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.
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Other chapters within the TECEP Introduction to Marketing: Study Guide & Test Prep course
- Overview of Marketing
- Marketing Planning & Strategy
- Marketing Environment Basics
- Pricing Strategies in Marketing
- Consumer Behavior, Satisfaction & Loyalty
- Segmentation, Targeting, & Position in Marketing
- Marketing Ethics Basics
- Business Marketing Overview
- Global Business Marketing
- Product & Service Management
- Marketing Channels & Distribution
- Supply Chains & Logistics in Marketing
- Direct Marketing Communications
- Integrated Marketing Communications Overview
- Marketing & Social Media
- Personal Selling Communication
- TECEP Introduction to Marketing Flashcards