RSM250H1 : 250 Notes - All.pdf
Document Summary
780,31+)!+i8-,>:: r9+!7312(. >!7(. !76(00-4>!780,31+)0! (773)@-. /!,3!,9+-)!23,+. ,-(6!2)34-,(5-6-,>! (. @!1(. (/+!-,0!)+6(,-3. 09-20!=-,9!,9+1! (773)@-. /6>:!lm(/+!%h$%&o, s(79!/)382!)+i8-)+0!(!@-44+)+. ,!)+6(,-3. 09-2!1(. (/+1+. ,!0,)(,+/>:, k,)(. /+)0!b!63=!23,+. ,-(6!2)34-,(5-6-,>!(. 2 assessing marketing information needs: marketing information and customer insights. Internal databases electronic collections of consumer and market information obtained from data sources within the company"s network. Information in the databases can come from many sources. Defining the problem and research objectives: marketing research. Long- term or infrequent behavior is. Primary data collection also difficult to observe. Focuses the group discussion on important issues. Sampling plan: sample a segment of the population selected for marketing research to represent the population as a whole. Research instruments: questionnaires most common survey instrument, whether administered in person, by phone, or online. Implementing the research plan: this involves collecting, processing, and analyzing the information. Abraham maslow: sigmund freud assumes that people are largely unconscious about the real psychological forces shaping their behavior. He saw the person as growing up and repressing many urges. Lecture 3: people tend to retain information that supports their attitudes and beliefs.
