A S L 3 Lecture Notes - Lecture 27: Internet2
Document Summary
Primary data= information collected for a current research problem or opportunity. Secondary data= information previously collected for some other problem or issue. Gatekeeper technologies= technologies such as caller id that are used to prevent intrusive marketing practices such as by telemarketers and illegal scam artists. Increased use of gatekeeper technologies: firms" widespread expansion into global markets, marketing is repositioned to play a more significant role in strategy development. Information research- reflects the evolving changes occurring in the market research industry affecting organizational decision makers. Information research process= a systematic approach to collecting, analyzing, interpreting, and transforming data into decision-making information: determining the need for information research. Jamming= when competitors try to disrupt market testing, by reducing their prices during the market test to prevent the company from collecting accurate information. Situation when marketing research might not be needed: Research process consists of 4 phases: determine the research problem.
