MARK312 Study Guide - Final Guide: Dependent And Independent Variables, Spurious Relationship, Random Variable
16 Sep 2016
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Class 1: definition of marketing & marketing research. Marketing is an organizational function and a set of process for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its shareholders. Marketing research is the planning, collection, and analysis of data relevant to marketing decision-making and the communication of the results of this analysis to management: decision-oriented, systematic process, links the market to the firm through information. Process: research design, data collection, data analysis, communication of results. Class 2 & 3: marketing research process & defining a research problem. Research must be action oriented and data should focus on the appropriate problem. Problems with measureable & clear objectives, transformed into marketing research problems. Process: problem discovery and definition, research design, sampling, data gathering, conclusions and report. Problem definition: recognize the problem, understand the decision making environment.
