{"id":167,"date":"2015-08-28T22:14:50","date_gmt":"2015-08-28T22:14:50","guid":{"rendered":"https:\/\/courses.candelalearning.com\/waymakerintromarketing1xmaster\/?post_type=chapter&#038;p=167"},"modified":"2024-05-14T15:19:31","modified_gmt":"2024-05-14T15:19:31","slug":"outcome-marketing-research-techniques","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/chapter\/outcome-marketing-research-techniques\/","title":{"raw":"Outcome: Marketing Research Techniques","rendered":"Outcome: Marketing Research Techniques"},"content":{"raw":"<h2>What you'll learn to do: recognize alternative techniques for conducting marketing research, including primary and secondary research methods<\/h2>\r\nThe five-step marketing research process provides a well-structured approach to follow any time you have a marketing problem that research can help you solve.\u00a0What type(s) of research you conduct depends on the\u00a0kind of information needed\u00a0to solve your problem.\u00a0Sometimes you can solve the problem using secondary data someone else has already collected for another purpose. At other times, you will need to collect your own data through primary research focused expressly on your problem.\r\n\r\nThe next section of this module discusses common methods for conducting secondary and primary research. As you become familiar with these techniques, you will learn which marketing research methods tend to be most appropriate for which sorts of\u00a0problems.\r\n\r\nThe specific things you\u2019ll learn in this section include:\r\n<ul>\r\n\t<li style=\"font-weight: 400;\">Describe primary research methods and the types of information they\u00a0yield<\/li>\r\n\t<li style=\"font-weight: 400;\">Explain the pros and cons of in-person, telephone, and online research methods<\/li>\r\n\t<li style=\"font-weight: 400;\">Describe secondary market research and the types of insights it produces<\/li>\r\n<\/ul>\r\n<h3>Learning Activities<\/h3>\r\nThe learning activities for this section include the following:\r\n<ul>\r\n\t<li>Reading: Secondary Marketing Research<\/li>\r\n\t<li>Reading: Primary Marketing Research Methods<\/li>\r\n\t<li>Self Check: Marketing Research Techniques<\/li>\r\n<\/ul>","rendered":"<h2>What you&#8217;ll learn to do: recognize alternative techniques for conducting marketing research, including primary and secondary research methods<\/h2>\n<p>The five-step marketing research process provides a well-structured approach to follow any time you have a marketing problem that research can help you solve.\u00a0What type(s) of research you conduct depends on the\u00a0kind of information needed\u00a0to solve your problem.\u00a0Sometimes you can solve the problem using secondary data someone else has already collected for another purpose. At other times, you will need to collect your own data through primary research focused expressly on your problem.<\/p>\n<p>The next section of this module discusses common methods for conducting secondary and primary research. As you become familiar with these techniques, you will learn which marketing research methods tend to be most appropriate for which sorts of\u00a0problems.<\/p>\n<p>The specific things you\u2019ll learn in this section include:<\/p>\n<ul>\n<li style=\"font-weight: 400;\">Describe primary research methods and the types of information they\u00a0yield<\/li>\n<li style=\"font-weight: 400;\">Explain the pros and cons of in-person, telephone, and online research methods<\/li>\n<li style=\"font-weight: 400;\">Describe secondary market research and the types of insights it produces<\/li>\n<\/ul>\n<h3>Learning Activities<\/h3>\n<p>The learning activities for this section include the following:<\/p>\n<ul>\n<li>Reading: Secondary Marketing Research<\/li>\n<li>Reading: Primary Marketing Research Methods<\/li>\n<li>Self Check: Marketing Research Techniques<\/li>\n<\/ul>\n\n\t\t\t <section class=\"citations-section\" role=\"contentinfo\">\n\t\t\t <h3>Candela Citations<\/h3>\n\t\t\t\t\t <div>\n\t\t\t\t\t\t <div id=\"citation-list-167\">\n\t\t\t\t\t\t\t <div class=\"licensing\"><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Original<\/div><ul class=\"citation-list\"><li>Outcome: Marketing Research Techniques. <strong>Provided by<\/strong>: Lumen Learning. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><\/ul><\/div>\n\t\t\t\t\t\t <\/div>\n\t\t\t\t\t <\/div>\n\t\t\t <\/section>","protected":false},"author":923,"menu_order":12,"template":"","meta":{"_candela_citation":"[{\"type\":\"original\",\"description\":\"Outcome: Marketing Research Techniques\",\"author\":\"\",\"organization\":\"Lumen Learning\",\"url\":\"\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"}]","CANDELA_OUTCOMES_GUID":"33669403-0f08-4152-b430-2af1b701045e","pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[],"contributor":[],"license":[],"class_list":["post-167","chapter","type-chapter","status-publish","hentry"],"part":117,"_links":{"self":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapters\/167","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/wp\/v2\/users\/923"}],"version-history":[{"count":7,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapters\/167\/revisions"}],"predecessor-version":[{"id":5314,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapters\/167\/revisions\/5314"}],"part":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/parts\/117"}],"metadata":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapters\/167\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/wp\/v2\/media?parent=167"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapter-type?post=167"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/wp\/v2\/contributor?post=167"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/wp\/v2\/license?post=167"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}