MKT 100 Lecture 3: Marketing Research Lecture 3

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Marla Spergel

Document Summary

Marketing research lecture 3 (chapter 7) feb 2,2017. Marketing research consists of a set of techniques and principles for systematically collecting, recording, analyzing, and interpreting data that can aid decisions. Marketing research process: define research > design the research plan> collect data> analyze data and develop insights> present action plan. When conducting research its better to create a survey that focuses on products and services that people are interested in, testing an idea. Experimental research have a bunch of people try to use their new platforms before introducing to consumers (e. g. mcdonalds) Ethical dilemma in marketing research: marketing research firms dedicated to watching consumers, gather data that would not otherwise be available. Use marketing to persuade someone to do something. It is not manipulating, because persuasion is something that makes sense to the consumer and they want to do it free willingly.