What you’ll learn5 learning objectivesChoose one objective for a focused lesson, or study the complete topic.4.4.1Purpose and process of market research• Evaluate why and how organizations carry out market research• Market research reduces uncertainty and supports marketing decisionsSyllabus objective4.4.2Primary market research• Apply surveys, interviews, focus groups, and observations• Primary research collects new data for a specific business purposeSyllabus objective4.4.3Secondary market research• Apply market analyses, academic journals, government publications, media articles, and online content• Secondary research uses existing data from internal or external sourcesSyllabus objective4.4.4Qualitative and quantitative research• Distinguish qualitative and quantitative research• Qualitative research explores opinions and reasons; quantitative research measures numerical patternsSyllabus objective4.4.5Sampling methods• Apply quota, random, and convenience sampling• Sampling method affects representativeness, cost, speed, and biasSyllabus objective
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