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MCS 3030 (24)
Lecture

Jan 11th Lecture Note

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Department
Marketing and Consumer Studies
Course
MCS 3030
Professor
Tanya Mark
Semester
Winter

Description
thLecture 1January 11 2012 Researchmarketing decisionsSituation Analysis Market analysis segmentation and competition analysis Marketing Strategy Target marketing positioningnew product planning Marketing Program Product development distribution pricing marketing communicationBasic language of research1 TheoryA plausible or scientifically acceptable general principle or a body of principles offered to explain phenomenaTheory seeks to explain somethingSometimes we develop a theory inductive reasoning and sometimes we test an existing theory deductive reasoningEg Big bang theory2 Unit of AnalysisLevels of the entity you are studyingDepend on the question youre asking Eg Employee vs Business Unit3 Constructs concepts and VariablesEg Happiness concept money love
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