MKT 500 Chapter Notes - Chapter 3: Operational Definition
Document Summary
Memorize 11 steps for data collection and research process (a lot on first test): Need metrics will help determine if there is a need for the business. They will help generate, refine, and evaluate marketing actions and performance. Metrics are not needed when information is already available, decisions need to be made now, insufficient funding, and when costs outweigh benefits. Problem if not defined properly then you will receive ridiculous results. Design research design; exploratory(looking for the info ex: a library), descriptive(rating customer satisfaction on a 10 point scale), casual: (experiments) Accessing data company records, internet vs. telephone, mail, surveys, experiments, qualitative. Analyze put data into computer files and run through a stats program (spss), results may be vague. Importance of defining problem if you define a problem wrong there is nothing in the research process to correct this error.
