MKTG-310 Lecture Notes - Lecture 4: Data Analysis
Document Summary
We are currently in step one identify the problem step. Step 1: problem definition: tasks involved, discussion with decision makers. Interviews with experts: secondary data analysis, qualitative research, environmental context of the problem, problem defined, management decision problem, marketing research problems. The problem definition and approach process: problem definition: there is a difference between, the management problem, the market research problem. Different perspectives of decision maker and researcher: focus of decision maker, symptoms, loss of market share, focus on researcher, underlying causes. Inadequate distribution of company"s products: superior promotion by competition, lower product quality, price undercutting by a major competitor. Problem definition: different approaches: management decision problems, ask what the decision maker needs to do, action oriented, focuses on symptoms, marketing research problems, ask what information is needed and how it should be obtained. Information oriented: focuses on the underlying causes. To determine consumer preferences and purchase intentions of the proposed new product.
