MKTG 2150 Lecture Notes - Lecture 7: Focus Group, Jargon
8 Feb 2020
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Document Summary
The investigation of key factors pertaining to: target market, competitors, the industry, the 4ps. Marketing research objectives: set your objectives for your marketing research, examples include price point, distribution channels, customer preferences, competitive advantage, product line development, and how to promote product. Secondary research: primary research first time collected, secondary research second-hand data. Libraries: online, stats canada, city of calgary, calgary economic development, association and industry websites. Primary research methods: surveys, focus groups, one on one interviews. What is a survey: a research tool used to gather information, conducted by telephone, in person, or online, quantitative and qualitative information. Doing it right and why it matters: a systematic approach, first-hand information, get the valid and reliable data to make decisions. Develop the questions: keep it simple, be specific, ask only one question per question, sensitive questions, do a test run.
