Chapter 2 Learning Objectives

1. Describe the major environmental factors that are directly influencing marketing research, and explain some of their impact on the research process.

2. Describe and discuss the four phases and the 10 integrative task steps involved with the research process, and explain some of the key activities within each step.

3. Explain the differences between raw data, stat structures, and information, and explain the process by which raw data are transformed into information that managers can use.

4. Identify the most critical task step in the research process, and explain why it is so important.

5. Distinguish among exploratory, descriptive, and causal research designs.

6. List the critical issues in the development of a sampling plan, and explain the basic differences between a probability and nonprobability sampling plan.

7. Identify and explain the major components of a solid research proposal.