MKTG 351 Lecture Notes - Lecture 1: Alternative Dispute Resolution, Marketing Research Association, Marketing Effectiveness
14 Dec 2020
School
Department
Course
Professor
Document Summary
Marketing research: the function that links the consumer, customer, and public to the marketer through information. Identify and define marketing opportunities and problems: generate, refine, and evaluate marketing actions, monitor marketing performance. Marketing research specifies the information required to address these issues, designs then method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications. Market research is a component of marketing research. Market = who you are trying to sell to. Market research is finding out everything about the specific market, what they want/demand (all about demand) Formulate problem: what do you need to find out, determine research questions. Research design: how do you get the information you need, determine method. Data collection: what process do i need to follow to get data, follow method guidelines. Data analysis: what is the data telling us, use proper analysis to find patterns.
