MKT 100 Study Guide - Quiz Guide: Breakfast Cereal, Deodorant, Retail

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Mary Foster

Document Summary

The first step in the marketing research project is to define the problem and objectives. The 2nd step is designing the research project) Pieces of information already collected and are usually readily available are secondary data. Statistics canada is a good example of a source of secondary data. Secondary data are pieces of information that have been collected prior to the start of the focal research project. A marketing research project often begins with a review of the relevant secondary data. Data available from commercial research firms are syndicated data. Bureau of broadcasting measurement is a good example of a source of syndicated data. Exploratory research gives you a chance to gather initial information when your problem lacks definition. A segment or subset of the population that you will research is called a target group. An observational technique that studies people in their everyday lives is called ethnography. Data are just the raw numbers or information.