MKT 100 Lecture Notes - Lecture 4: Social Media Marketing, Marketing Effectiveness, Trade Association

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

Document Summary

Research the systematic investigation into and study of materials and sources in order to establish facts and reach new conclusions. whatever you do to get the answer to your question. Identify the problem the objective and research needs what information is needed to answer specific research questions? how should that information be obtained: designing the research project. Inside files, intranet, reports, marketing information system, people, sales, cost data. Outside internet, libraries, government, trade association, uni, research organization information is already collected for you cheap, no need to spend money towards gathering information yourself, fast to collect. Disadvantage may not perfectly fit for your research, rely on accuracy of other person"s data (check reliability), quickly outdated. Observation website analysis, personal approaches, equipment (video, scanner, etc. ) Questioning in-depth/focus groups interview, online, mail, phone, surveys, panels. Advantage collected data will perfectly fit the research, known sources, have control over accuracy/reliability of results.