AEM 2400 Lecture Notes - Lecture 9: Focus Group, Glassdoor, Survey Data Collection

• School: Cornell University
• Department: Applied Economics & Management
• Course: AEM 2400
• Professor: Debra Perosio

Document Summary

Marketing research the process of planning, collecting, and analyzing data relevant to a marketing decision: planning collecting analyzing data findings become data in database lead to marketing decisions. Marketing research identify and formulate the problem/opportunity: what are the research question, who, how, and when will data be gathered, how will the data be analyzed, ex. scanner-based, mobile research, internet. Steps of marketing research process: plan the research design and gather secondary data, survey research, ethnographic, observational, questionnaire design, specify the sampling procedures probability/nonprobability, collect primary data, analyze data, prepare and present the report, follow up. Improve the quality of decision making: trace problems, focus on keeping existing customers, understand the marketplace, alert them to market place trends, gauge the value of goods and services, and the level of customer satisfaction. Difference between primary and secondary data: primary data data you generate for the first time.