Definition of terms

 Marketing research -is the systematic design, collection, analysis, and

reporting of data relevant to a specific marketing situation facing an
organization.
 Steps in Marketing Research
1.Defining the problem and research objectives
2.Developing the research plan and Design the project
3.Data Gathering and Collecting Information
4.Interpreting and Reporting the Findings
5.Conclusions and Recommendations
 Exploratory research- is the gathering of preliminary information that will
help to define the problem and suggest hypotheses.
 Descriptive research is to describe things such as market potential for a
product or the demographics and attitudes of consumers who buy the
product.
 Causal research is to test hypotheses about cause-and-effect
relationships.
 Primary data -are direct answers to the questions in the study or direct
observations conducted by the researcher .
 Secondary data -are from diffrent sources like previous Researh findings ,
periodicals, company publications, electronic sources and many more.