MKT 500 Chapter Notes - Chapter 2: Market Analysis, Decision Support System, Research
Document Summary
Step 3: establish research objectives: research objective: what the researcher must do in order to carry out the research and solve the problem. Step 5: identify information types and sources: two types of information, primary information: information collected specifically for the problem at hand, secondary information: information already collected. Step 6: determine methods of accessing data: primary data can be collected by exploring information using qualitative methods and quantitative methods. Step 8: determine sample plan and size: population consists of the entire group that the researcher wishes to know about based upon information provided by the sample data. Sample plan describe how each sample element, or unit, is to be drawn from the total population. Step 10: analyze data: using data analysis tools to interpret the information collected so that the research objectives can be met. Step 11: prepare and present the final research report. Marketing research is not needed when: the information is already available.
