MKT 101 Lecture Notes - Lecture 4: Ibuprofen, Shampoo, Social Desirability Bias
24 Dec 2016
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Collecting, tabulating, and analyzing data getting all the data together and figuring out what it means. Many types of data, different sources with no interpretation data is useless. Companies annually spend more than billion worldwide jobs. Though conducted on on-going basis, typically in response to an issue or question response to a legitimate problem or just to make sure (cid:449)e(cid:859)re doi(cid:374)g fi(cid:374)e. Exploratory research to gain ideas and insights. Conclusive research related to a specific problem/issue. Vague, broad to give us a sense of the universe. Data that already exists in the environment. Puts on a path (finds a pattern) Uses the pattern to corroborate with what you have. Secondary data have been previously gathered for purposes other than current research. Have been previously generated for other reasons. Should always be reviewed before any new data are generated, so you know where to start. Profit & loss statements re(cid:448)ie(cid:449) (cid:449)hat you(cid:859)re spe(cid:374)di(cid:374)g (cid:373)o(cid:374)ey (cid:449)ith a(cid:374)d ho(cid:449) (cid:373)u(cid:272)h you(cid:859)re gai(cid:374)i(cid:374)g.
