MKT 100 Chapter Notes - Chapter 7: Business Intelligence

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Steven Chuang

Document Summary

Market research: consists of a set of techniques and principles for systematically collecting, recording, analyzing and interpreting data, aid decision makers involved in marketing goods, service or ideas. Identify the type of data needed: secondary: information that have been collected prior to the start of the focal project include external and internal data. Internal: comes from the company or firm itself, historical invoices, customer checkout process, business intelligence reports, external, census data, books, articles, reports, may not be specific enough to address the research problem. Scanner data: quantitative research that uses data obtained from scanner readings of upc codes at checkout counters. In-depth interviews - ask questions, record answers and pose additional questions for clarification. Structured questions - close-ended for discrete set of response alternatives or specific answers: experimental research - manipulates one or more variables to determine which variable(s) have a casual effect on another variable.