MAR3023- Final Exam Guide - Comprehensive Notes for the exam ( 30 pages long!)
Document Summary
Internal company data: uses information from within the organization to produce reports on the results of sales and marketing activities, sales records, stocked items, back-ordered. Identify the consumer population of interest: place the problem in an environmental context, step 2: determine the research design, specifies exactly what information marketers will collect and what type of study, research with secondary data. Information they require to make to a decision already exists: secondary data information that has been collected for some purpose other than the problem at hand. Internal or external data: research with primary data. Information about consumer belongs to consumer: consumers should be made aware of information collection, consumers should know how information about them will be used, consumers should be able to refuse to allow information collection. Limitation of study: conclusions drawn from the results and the recommendations for managerial action based on the results.
