Marketing research process in product and brand management

Szymon Michalak

Abstract

The chapter aims at presenting the essence of the marketing research process and selected research methods. First, the importance of marketing research (understood as one of the pillars of a marketing information system in enterprises) has been discussed. Moreover, the essence of the marketing research process has been presented along with various classifications of marketing research. In addition, the relevant factors, which should be analysed while making the decision to realize such research, have been familiarized. In the following part of the chapter the emphasis has been placed on describing the stages of the marketing research process. The crucial factors of defining a research problem have also been indicated. Furthermore, the terms of research hypothesis, research population, research sample, sample unit, research subject and research scope have been explained and discussed. Random and nonrandom methods of selecting the research sample have also been presented. Next, the basic types of methods of data collection from primary sources as well as the types of measurement instruments have been described. The following part of the chapter has been devoted to qualitative and quantitative marketing research methods.
Author Szymon Michalak (WT / KMP)
Szymon Michalak,,
- Department of Product Marketing
Pages223-250
Publication size in sheets1.35
Book Matuszak-Flejszman Alina (eds.): Process Management in Companies, Process and Product Management, 2018, Uniwersytet Ekonomiczny w Poznaniu, ISBN 978-83-948206-4-0, 278 p.
Keywords in Polishbadania marketingowe, badania jakościowe, badania ilościowe, proces badania marketingowego, badania produktu, badania marki
Keywords in Englishmarketing research, qualitative research, quantitative research, marketing research process, product research, brand research
Languageen angielski
Score (nominal)20
Score sourcepublisherList
ScoreMinisterial score = 20.0, 24-04-2020, MonographChapterAuthor
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