Ch 3: Market Research

About This Chapter

In this chapter, you will discover short and engaging lessons that will help you remember concepts associated with market research, including its uses and purposes. Short self-assessments will help you test your understanding.

Market Research- Chapter Summary

Refresh your memory of the types of market controls, like market research and test marketing, positioning in consumer marketing and others with this chapter of lessons. Take the self-assessment quizzes to test your progress. Additional topics in this lesson include these:

  • Definition and analysis of market research
  • Differences between quantitative and qualitative research
  • Importance of public issues to modern corporation
  • Analysis, application, and arrival at conclusions from research
  • Types of market segmentation, such as geographic and psychographic
  • Uses and purpose of market research
  • Definition of external market research

This chapter is mobile-friendly, so you can view it on your tablet, laptop or smartphone from anywhere you have internet access. If you would like to quiz yourself while you're away from your device, print out the worksheets. Let our instructors know if you have any questions about the lessons or quizzes.

9 Lessons in Chapter 3: Market Research
Test your knowledge with a 30-question chapter practice test
Marketing Controls: Market Research, Test Marketing & Marketing Statistics

1. Marketing Controls: Market Research, Test Marketing & Marketing Statistics

In this lesson, we will explain the purpose of marketing controls and explore related concepts, such as market research, test marketing, and marketing statistics.

Market Research: Definition, Analysis & Methodology

2. Market Research: Definition, Analysis & Methodology

Conducting a successful business is too complicated and costly to just wing it. In this lesson, you'll learn about market research and the six steps that are involved in it.

Quantitative vs. Qualitative Research in Marketing

3. 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.

Public Issues & Their Significance in the Modern Corporation

4. Public Issues & Their Significance in the Modern Corporation

In this lesson, you'll learn how corporations use environmental analysis and competitive intelligence to keep abreast of public issues and why this is important to keeping their stakeholders satisfied.

Analyzing, Applying, and Drawing Conclusions From Research to Make Recommendations

5. Analyzing, Applying, and Drawing Conclusions From Research to Make Recommendations

In this lesson, we'll explore how companies analyze, apply and draw conclusions from research to solve problems. Learn how effective recommendations can help a business survive and thrive.

Market Segmentation: Geographic, Demographic, Psychographic & More

6. Market Segmentation: Geographic, Demographic, Psychographic & More

Marketers must be effective at creating niche segments to promote and sell their products or services. There are five specific ways that markets can be segmented in order to create a successful sales opportunity.

Positioning and Differentiation in Consumer Marketing

7. Positioning and Differentiation in Consumer Marketing

Consumers' perceptions of products and brands are influenced by the marketing and promotional plan. Marketers must identify the key characteristics that are important to the target market and then ensure that their product stands out in the minds of the consumers as the best choice for purchase.

Marketing Research: Uses & Relevance

8. Marketing Research: Uses & Relevance

Marketing research allows companies to gain information about their business. In this lesson, we'll discuss how to determine which media channels to utilize, different types of communication, and product testing.

External Market Research: Definition & Sources

9. External Market Research: Definition & Sources

This lesson discusses and defines external sources of marketing information and its five main categories. Learn how this information is collected by a company or obtained from a third-party.

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

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