MKT 702 Chapter Notes - Chapter 4: Sampling Frame, Sample Size Determination, Marketing Mix
Document Summary
Marketing insights: provide diagnostic information about how and why we observe certain effects in the marketplace, and what that means to marketers. Marketing research: systematic design, collection, analysis, and reporting of data and findings relevant to specific marketing situation facing the company. Step 1: define the problem, the decision alternatives, and the research objectives. Must be careful not to define the problem too broadly or too narrowly for marketing researcher. Second stage of marketing research is where we develop the most efficient plan for gathering needed information and what it will cost. To design research plan, we need to make decision about: data sources. Secondary data are data collected for another purpose and already exists. Primary data are data freshly gathered for specific purpose or for specific research project: research approaches. Ethnographic research: observational research approach that uses concepts and tools from anthropology and other social science disciplines to provide deep cultural understanding of how people live and work.
