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Lecture 4

MKT 100 Lecture Notes - Lecture 4: Intranet, Focus Group

Course Code
MKT 100
Laila Rohani

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MKT 100 Chapter 7: Marketing Research
Marketing Research: 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
The Marketing Research Process
Step 1: Define the Research Problem and Objectives
o What info is needed to answer specific research questions?
Step 2: Design the Research Plan
o Secondary Data
Inside Company: Company files, Intranet, reports, marketing information
system, people, sales, cost data
Outside Company: Internet, libraries, government, trade associations,
universities, private research organizations
o Primary Data
Observation: Equipment, web site analysis, personal approaches
Questioning: in-depth and focus group interviews, online, mail, phone, personal
surveys, panels
Step 3: Data Collection Process
Step 4: Analyzing Data
o Converting data into information to explain, predict and/or evaluate a particular
Step 5: Presenting Results
o Analyst prepares the result and presents them to decision makers, who undertake
appropriate marketing actions and strategies
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