MKT 3310 Lecture Notes - Lecture 4: Nonprobability Sampling, Marketing Effectiveness, Intranet

• School: Baylor University
• Department: Marketing
• Course: MKT 3310
• Professor: Randy Hacker

Document Summary

Market research ethics a way of research that does no harm to the participant: marketing information system process that determines what information managers need. Internal company info within company to produce reports on the results of sales and. Intranet internal communication network that uses internet to link company departments, employers and databases. Syndicated research research by firms that collect data on a regular basis and sell reports to multiple firms: custom research - research for a single firm to provide specific info. Market research process: define the research problem. Place the problem in an environmental context. Identify the consumer population of interest: determine the research design. Determine whether secondary data are available (internal v external) Exploratory research customer interviews, focus groups, projective techniques, case studies. Descriptive research cross-sectional, longitudinal (change over time) Casual research lab research, field studies: choose the method to collect primary data. Determine which survey methods are most appropriate. Determine which observational methods are most appropriate.