MKTG 471 Study Guide - Comprehensive Final Exam Guide - Marketing Mix, Time, Trust Law
20 Nov 2018
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Document Summary
The systematic design, collection, interpretation, and reporting of information to help marketers solve specific marketing problems or take advantage of marketing opportunites. Research to gather more information about a problem or to make a tentative hypothesis more specific. Research designed to verify insights through objective procedures to help marketers in the making decision. Reliability is consistent results while validity is the results are measuring what they are supposed to measure. Primary data is collected directly from respondents while secondary data is data compiled from inside and outside the organization. Type of probability sampling in which the population is divided into groups with a common attribute. Visualization, journey mapping, value chain analysis, mind mapping, rapid concept. Development, assumption testing, prototyping, customer co-creation, learning launches, Development of a product closely related to existing products in the line but designed to specifically meet different customer needs. Changing one or more characteristics of a product and the original product drops from product line.
