MKT 100 Lecture Notes - Lecture 4: Vesica Piscis, Consumerism, Social Movement

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Steven Chuang

Document Summary

Consists of a set of techniques and principles for systematically collecting, recording, analyzing and interpreting data. Aid decision makers involved in marketing goods, service or ideas. Step 1: define the research problem & objectives. Determine the type of research necessary to collect the date. Through central location test, focus groups, controlled food testing, qualified consumers/testers. Information that has been collected prior to the start of the focal project. Can be free of very inexpensive to obtain. May not be specific enough to address the research problem. Quantitative research that uses data obtained from scanner readings of upc codes at checkout counters. Ethnography - study people in their daily life setting. Examines purchase & consumption behaviour through personal or video obsevance. Addresses one or more variables to determine the outcome. Advantages & disadvantages of secondary & primary data. Business conduct and its relevant to the conduct of individuals and entire organization.