MARK312 Lecture Notes - Lecture 2: Focus Group

• School: University of Alberta
• Department: Marketing
• Course: MARK312
• Professor: Webb Dussome

Document Summary

Chapter 2 - problem definition, exploratory research, and the. Sets the stage for the rest of the process. needs to be designed well in order for the research to run proper. The research process/ design identifying the problem and state the marketing research objectives. 1: creating of the research design, choose the method of research, selecting the sampling procedure, collecting the data, analyzing the data, writing and presenting the report. Problem de nition process recognize the problem or opportunity. Rst question to ask overseas entrepreneur looking to build factory in canada - a serious decision needs serious method of research. may need professional advice vs. focus group. Step 6: analyzing the data purpose of data analysis is to interpret and draw conclusions. Step 7: writing and presenting the report communicate the conclusion and recommendations to management. Step 8: following up important for ndings to be utilized, to be determined by management lack of implementation may be result of organizational issues.