MKT 100 Lecture Notes - Lecture 7: Personal Information Protection And Electronic Documents Act, Projective Test, Focus Group

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Yanina Chevtchouk

Document Summary

Chapter 4 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 ideas. Research helps reduce uncertainty associated with a project or product. Marketing research can be very expensive, if the results won"t be useful or management does not abide by the findings, it represents a waste of money marketing research process. Step 1: define the research problem and objectives. Marketing research efforts and resources can be wasted if the research objectives are poorly defined. 6. Symphonyiri group, national purchase diary panel, nielsen, and leger marketing. Primary data: pieces of data collected to address the specific research needs/questions currently under investigation (focus groups, in-depth interviews, and surveys) A statement or proposition predicting a particular relationship among multiple variables that can be tested through conclusive research.