BUA 378 Lecture Notes - Lecture 2: Iceberg
20 Jan 2016
School
Department
Course
Professor
Document Summary
Book notes: chapter 2- the marketing research process and. Changing views of marketing research process: secondary data: info previously collected for some other problem or issue. Primary data: info collected specifically for a current research problem or opportunity: gatekeeper technologies: caller id and automated screening/answering devices. Info research reflects changes occurring in the market research industry. *systematic approach in collecting, analyzing, interpreting, and transforming data into decision-making info. Decision makers often initiate research because they recognize a problem and opportunity situations that require more info before good plans of action can be developed. Step 1: identify and clarify info needs (by use of problem definition process) Purpose of the research request: begin to define the problem. Understand the complete problem situation: must understand client"s business, including all factors (industry, competition, product lines, markets) Situation analysis gathers & synthesizes background info to familiarize researcher with overall complexity of the problem. Identify and separate out symptoms: root problems from the observable/measurable symptoms.
