BUAD302 Study Guide - Midterm Guide: Conjoint Analysis, Behavioral Targeting, Marketing Mix

• School: University of Delaware
• Department: Business Administration
• Course: BUAD302
• Professor: Yi- Lin Tsai

Document Summary

Problems of relying of managerial intuition for business decision making: people are poor at learning from experience, people have poor intuitive sense for the dollar value of information, people are limited and biased information process c. i. Select and execute the marketing strategy: many decisions require additional information and marketing research is needed to supply that information, digested information makes us more likely to make the right decision. Market refers to a specific group in a geographic area: difference between marketing research and market research c. i. Market research is for a specific market: role of marketing research d. i. Marketing research draws heavily on the social sciences both for methods and theory: marketing research methods are e. i. Span a wide variety of qualitative and quantitative techniques e. iii. Borrow from disciplines such as psychology, sociology, economics, and anthropology e. iv. New technology: roles of marketing research f. i. Diagnostic/ explanatory: explaining marketing mix actions or data f. iii.