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Lecture 4

MKT 100 Lecture Notes - Lecture 4: Fiduciary, Cause Marketing, Corporate Social Responsibility


Department
Marketing
Course Code
MKT 100
Professor
Fathima Saleem
Lecture
4

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MKT 100 Principles of Marketing
September 27, 2017
Week 4
Chapter 7: Market Research
Consists of set of techniques and principles for systematically collecting, recoding analyzing and
interpreting data that can aid decision makers involved in marketing goods, services or ideas
Market Research Process
Step 1: Defining the objectives and research needs
- What information is needed to answer specific research questions?
- Show should that information be obtained?
Step 2: Designing the Research Project
- All data sources
o Primary data sources observation, questioning (personal approaches, interview, online,
surveys, emails)
o Secondary data sources inside company, outside company (internet, reports, libraries)
Step 3: Data Collection Process
- Exploratory Research
o Projective Techniques
o Observation
o Focus Groups
o In-Depth Interviews
o Social Media
- Conductive Research
o Experiments
o Survey
o Scanner
o Panel
Exploratory (Qualitative) Methods
- Observation
o Ethnography the scientific description of the customs of individual peoples and cultures
- In-depth Interview conversation with individual conducted by trained staff to collect information
you can’t simply get on Google
- Focus Group diverse group of people participating in a discussion about a particular product
before launch, or ongoing to get feedback
- Projective Technique tap into consumers’ deep motivations, beliefs, attitudes and values
o E.g. when counsellor shows an abstract picture then asks you questions about it (how you
feel, what do you see etc.)
- Social Media
o Netnography online research method applied to understand social interaction in digital
communications
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