BU352 Chapter Notes - Chapter 5: Scotiabank, Shampoo, Focus Group
Document Summary
Marketing research a set of techniques and principles for systematically collecting, recording, analyzing, and interpreting data that can aid decision makers involved in marketing goods, services, or ideas. When marketing managers attempt to develop their strategies, marketing research can provide valuable information that will help them make segmentation, positioning, product, place, price, and promotion decisions. Marketing research process: define the problem and objectives, design the research process. Exploratory (observation, in-depth, interviews, focus groups, projective technique) Conclusive (surveys, experimental, scanner, panel: analyze data, present results, primary data data collected to address specific research needs. Census data, the company"s sales invoices, the internet, books, and journal articles. Census data, sales invoices, internet information, books. Saves time in collecting data because they are readily available. Specific to the immediate data needs and topic at hand. Offers behavioural insights generally not available from secondary research. May not be precisely relevant to information needs. Often requires more sophisticated training and experience to design.
