MRKT 451 Midterm: Market Research Note
Document Summary
Market ing research links consumer t o market er by providing informat ion t hat can be used in making market ing decisions: use of market research, ident ify market ing opport unit ies and problems. Dist ribut ion research: monit or market ing performance. T racking dat a of consumer purchase are scanned. Lecture 2: research process: st eps in t he market ing research process (no always present ed as an 11-st ep process; few st udies follow t he st eps in order) Research we ignore in our project: is t here a real need for mr, research t akes t ime and cost s money, cost of informat ion may out weigh value. When is market ing research not needed: t he informat ion is already available, t he t iming is wrong t o conduct, funds are not available, cost s out weigh t he value.
