6600:205 Lecture Notes - Lecture 6: Root Mean Square, Focus Group, Panel Data

• School: University of Akron
• Department: Marketing
• Course: 6600:205
• Professor: Lauren Houser

Document Summary

Marketing chapter 10 marketing research marketing research- a prerequisite of successful decision making. Helps reduce some of the uncertainty under which they currently operate. Provides a crucial link between rms and their environments, which enables them to be customer oriented because they build their strategies by using customer input and continual feedback. 3) is top management committed to the project and willing to abide by the results of the research? should the marketing research project be small or large? step 1 : de ning objectives and research needs. Important to establish in advance exactly what problem needs to be solved. Assess the value of a project through a careful comparison of the bene ts of answering some o their questions and costs associated with conducting their research. Questions should be relevant, able to be answered through research, currently unknown step 2 : designing the research.