MKT-210- Final Exam Guide - Comprehensive Notes for the exam ( 34 pages long!)
Document Summary
Defining the objectives and research needs: #2. Analyzing the data and developing insights: #5. Difference between data and information: data: can be defined as raw numbers or other factual information that, on their own, have limited value to marketers, information: organized, analyzed, interpreted data that offer value to marketers. Nielsen: scanner data: a type of syndicated external secondary data used in quantitative research that is obtained from scanner readings of. Upc codes at check-out counters: panel data: information collected from a group of consumers. Information may not be timely: may not be precisely relevant to information needs, sources may not be original, and therefore usefulness is an issue, methodologies for collecting data may not be appropriate, data sources may be biased. Product: anything that is of value to a consumer and can be offered through a voluntary marketing exchange. Product mix: the complete set of all products offered by a firm.
