SMG MK 323 Chapter Notes - Chapter 10: Mortal Kombat 4, Focus Group, Universal Product Code
11 Oct 2016
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Document Summary
Marketing research is a prerequisite of successful decision making. Even though there is a step-by-step progression, it doesn"t always happen that way. It can go back and forth between steps as well. Step 1: defining the objectives and research needs: establishing what problems need to be solved. Step 2: designing the research: researchers identify the type of data needed and determine the research necessary to collect them. Step 3: collecting the data: data collection only begins after research design. Based on the design, data can be collected from secondary or primary data sources. Secondary data are pieces of information that have been collected prior to the start of the focal research data; can be internal or external. Primary data are those data collected to address specific research needs. Qualitative research is used to understand the phenomenon of interesting through broad, open-ended responses. Provides initial information that helps the researched more clearly formulate the research objectives.
