MKT 100 Lecture Notes - Lecture 3: Corporate Social Responsibility, Categorical Imperative, Qualitative Research

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MKT 100 Full Course Notes
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Ethical: legal and ethical, legal and unethical. A decision which provides the greatest good for the greatest number is the best decision: categorical imperative. Depletion of a shared resource by everyone"s acting in their own self-interest. Companies that write cheques to support worthy causes: sponsors. Desire to create goodwill to support their company: partners. Why conduct marketing research: consumer insights. Learn about customer expectations, usage patterns, attitudes and values: market insights. Adapt to the pace of change in the ever changing market place: saves money. Test the appeal of a product in advance. Information needed to make what decision: sample. Who has the required information: research design. Conduct the field work: data analysis. Data collection options: management information systems (mis) Contains information regarding overall operations of the company. Data that was collected for another purpose by someone else. Can gather a substantial amount of information. Usually public and available to anyone: primary data.

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