COMM 296 Lecture Notes - Lecture 8: Panel Data, Data Mining, Trade Association
Document Summary
Lo 10-1 identify the ive steps in the marketing research process. Marketing research = set of techniques and principles to systematically collect, record, analyze and interpret data aid in making decisions regarding marketing goods, services or ideas. ; what are the next steps: assess the value of the project compare answers w/ questions & costs associated w/ research. Step 2: designing the research: identify the type of data needed and determine what research is necessary, usually begin w/ available data and then ask customers speciic questions about their experience. Step 4: analyzing data and developing insights: data = raw numbers/factual information when interpreted become infomration. Information = organized, analyzed and interpreted data valuable for marketers. Ex: checkout scanner collects sales data about individual customers. Step 5: action plan and implementation: present results to appropriate decision makers; presentation includes. Executive summary, body of report, objectives, conclusion, limitations, supporting data. Lo 10-2 describe the various secondary data sources.
