ADM 2320 Lecture : ADM2320C Chapter 5 - Marketing research and information
3 Feb 2012
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Adm2320c chapter 5 - marketing research and information. Marketing research: a set of techniques and principles for systematic collecting, recording, analyzing, and interpreting data that can aid decision makers involved in marketing goods, services, or ideas. Step 1: define the problem and objectives y y y: what information is needed to answer specific research questions, how should that information be obtained. Step 2: design the research project: secondary data: pieces of information that have already been collected from other sources and usually are readily available, syndicated data: data available for a fee from commercial research firms such as. Information resources inc: primary data: data collected to address specific research methods. Reliability: the extent to which the same result is achieved when a study is repeated under identical situations. Validity: the extent to which a study measures what it is supposed to measure. Sample: the segment if the population that adequately represents the entire population of interest.
