MARK 201 Lecture Notes - Lecture 12: Cognitive Dissonance, Trade Secret, North American Free Trade Agreement
Document Summary
Marketing research- process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions. Reducing risk of and thereby improves decisions. Step 1: define the problem- set research objectives and identify possible marketing actions. Step 2: developing research-specify constraints, identify data needed for marketing actions, determine how to collect data. Step 3: collect relevant information- obtain secondary data, obtain primary data. Step 4: develop findings-analyze the data, present the findings. Step 5: take marketing actions- make action recommendations, implement action recommendations, evaluate results. Data: facts and figures pertinent to the project. Primary: facts and figures newly collected for the project. Secondary: pros( low cost, time savings) con: out of date, and not specific. Ethnographic research : a specialized observational approach in which trained observers seek to discover subtle behavioral and emtional reactions as consumer encounter products in their natural use environment , such as in thier home or car.
