MKT 500 Lecture Notes - Lecture 3: Sample Size Determination, Data Analysis, Critical Role

• School: Ryerson University
• Department: Marketing
• Course: MKT 500
• Professor: Julie Kellershohn

Document Summary

Chapter 3:the marketing research process and defining the problem and research objectives. Identify information types and sources: establish the need for marketing research, define the problem, establish research objectives, determine research designs. 5: determine methods of accessing data, design data collection forms, determine the sample plan and size, collect data, analyze data, prepare and present the final research report. Step 1: establish the need for marketing research. Market research is used when managers must make decisions but don"t have information they need to do so. When is marketing research not needed: when the information is already available at hand. Routine decisions will most likely not require it because managers would be used to it by now and will know how to handle these situations. An mis can be used to get information from: the timing is wrong to conduct marketing research. Time often plays a critical role in choosing whether or not to use marketing research or not.