COMMERCE 2MA3 Chapter Notes - Chapter 8: Likert Scale, Scientific Method, Data Mining
19 Jun 2016
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Document Summary
The process of defining a marketing problem and opportunity, systematically collecting and analyzing information and recommending actions to improve an organization"s marketing activities. Attempts to identify and define both marketing problems and opportunities and to generate and evaluate marketing actions. Preliminary research conducted to clarify the scope and nature of the marketing problem. Carried out to provide the researcher with a better understanding of the dimensions of the problem. Dairy farmers of canada, and associations representing dairy producers in the country, wanted to discover why milk consumption was declining in canada. They conducted a search of existing literature on milk consumptions, talked to experts in the field and even conducted preliminary interviews with consumers to get ideas about why consumers were drinking less milk. If the researcher decides to conduct exploratory research, he or she has three basic techniques to choose from: secondary analysis, focus groups, depth interviews.
