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Cheat Sheet
Marketing Research Kit For Dummies
From Marketing Research Kit For Dummies by Michael Hyman, PhD,
Jeremy Sierra, PhD
Marketing can increase your sales and profits. To optimize your sales and target the
best customers, you need to conduct research to pinpoint the best approach for your
marketing communications and strategies. Ensure that you’re conducting the best
research possible, recognize and question standard marketing research terms so you
understand every step of the process, and practice good research ethics to protect
your business and guarantee its success.
a successful business. The following are some ideas for those moments when you
level. This simple checklist can ensure that you’re conducting good marketing
research:
● You can ensure appropriate and efficient data analysis and interpretation.
variety of terms to describe the parts or steps of the research process. The
following are common terms you’re likely to encounter in your research, along with
definitions.
● Data: The actual measurements that you get from your research.
question.
● Mean: Used to measure the center, or middle, of a numerical data set. It’s the
sum of all the numbers divided by the total number of numbers. Also known as
the average.
● Median: Like the median on a road, it’s the true center of a numerical data set,
● Mode: A detail, such as value or score, that occurs most often in a given set of
data.
information that can be proved with very little or no margin of error. The
circumstances under which questions are asked are so rigid that they enforce
measured.
● Variable: A quality or quantity that can change from person to person (such as
seem clear, be sure to question the people you’re working with for further
explanation or clarification. It’s important that you know exactly what’s going on in
a study in order to achieve your marketing goals and improve your business.
only hurts the future of his business, but he also potentially hurts the success of
If you answer “yes” to any of the following questions, you should halt your research
and ask yourself whether you’re being unethical and damaging the future of your
business:
decision(s)?
● Am I avoiding any of the questions by telling myself that I could get away with
something?
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