Marketing Survey Research Design

When marketing researchers require information and data of a personal nature such as consumer's feeling, attitudes, beliefs, opinions, vital facts of consumers, motivations and behaviour, they turn to the questionnaire or survey research approach. There are generally four main types of survey, which include:

• Personal interview,
• Telephone interview,
• Mail interview, and controlled observation.

Survey research in marketing involves selecting a representative sample of respondents/consumers from the population. In this type of study, the marketing researcher begins with a solid knowledge of a problem and a clear idea about hypotheses and testing methods. The survey research design strictly controls sources of information and procedures for marketing research data gathering. One of the important limitations of descriptive marketing research is that it cannot establish causation - i.e. why something happens. A descriptive study may show a strong connection between two or more variables, but it cannot provide solid scientific evidence

CONCLUSION

A decision making process requires information and data about the elements that are involved and relevant, and how they interrelated Identifying the process of decision making and understanding the application of decision making to marketing research have distinguished between theory and law in marketing research.

 SUMMARY

The importance of management decision- making in marketing research is an essential and unavoidable action in the decision – making process. Decision is a choice made out of alternatives. NO decision is involved when one has no choice.

TUTOR-MARKED ASSIGNMENT

1. List and Explain the application of decision making to MarketingResearch.
2. Distinguish between theory and law in marketing research.
3. List and Explain the four elements of promotion mix.
4. What are the importance of survey research in Marketing Research 
5. Mention the major problems that may exist in marketing decision situation.