MARK1012 Study Guide - Final Guide: Projective Test, Institute For Operations Research And The Management Sciences, Data Mining
Document Summary
Might involve simple analysis of data that firm already has or could be in-depth assessment that costs hundreds of dollars and takes months to complete. Marketing research process step 2: designing the research: researchers identify type of data needed and determine research necessary to collect it. Marketing research process step 5: action plan and implementation. Often record of what they have purchased. Includes specific experiments, surveys, scanner and panel data and some combination of these. In-depth interviews: trained researchers ask questions, listen to and record answers and then pose additional questions to clarify or expand on particular issue. Experimental research: type of quantitative research that systematically manipulates one or more variables to determine which variables have casual effect on other variables. Advantages and disadvantages of primary and secondary research. Disadvantages: may not be precisely data because readily available, free/inexpensive (except for syndicated data) relevant to information needs.
