MKT 100 Lecture Notes - Lecture 4: Focus Group, Projective Test, Firstclass

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Laila Rohani

Document Summary

Consists of a set of techniques and principles for systematically collecting, recording, analyzing and interpreting data that can aid decision makers involved in marketing goods, services or ideas. The marketing research process a what information is needed to answer specific research questions? b. Inside company - company files, intranet, reports, marketing information system, people, sales, cost data. 2 outside company - internet, libraries, governments, trade associations, universities, research organizations ii. Observation - equipment(video, scanner, etc) , website analysis, personal approaches. 2 questioning - in-depth and focus group interviews, online, mail, phone, personal surveys, panel iii. Exploratory research - qualitative (projective techniques) i a. It seeks to quantify demand, such as how many first-class passengers would purchase in-flight internet service at . Its purpose is to test a cause-and-effect relationship. Convert data into information to explain, predict and/or evaluate a particular situation a b c d e.