MARK1020 Lecture 4: MARK1012 Week 4
5 Oct 2013
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Document Summary
Consists of a set of techniques and principles for systematically collecting, recoding, analyzing and interpreting data that can aid decision makers involved in marketing goods, services or ideas. Steps all org take and see how much time and $ are spent. Too much $ = > don"t do research. Trying to correctly define our problem and objection. Execute correctly assumptions don"t count: design type of data/research. Pieces of information that have been collected prior to the start of the focal project. Purchased data from commercial research firms such as symphonyiri group, National purchase diary panel, nielsen, and leger marketing. Data collected to address the specific research needs/questions currently under investigation. The extent to which the same result is achieved when a study is repeated under identical situations. The extent to which a study measures what it is supposed to measure. A segment or subset of the population that adequately represents the entire population of interest.
