MARK312 Chapter Notes - Chapter 2: Entscheidungsproblem, Kraft Foods, Food Bank

• School: University of Alberta
• Department: Marketing
• Course: MARK312
• Professor: Webb Dussome

Document Summary

The critical importance of correctly defining the problem crucial rst step research problem de ned wrong, research objectives also wrong ultimate goal is to develop clear, concise, and meaningful marketing research objectives. Secondary data analysis data that have been gathered for some purpose other than the one at hand use internet to access quickly, cheaply, and easily helps to precisely de ne the problem. Case analysis the review of information from situations that are similar to the current one researchers must always take care to determine the relevancy of any case study to the present research problem. Determine whether the information already exists using existing data can save managers time and money if the data can answer the research question do not underestimate the power of already existing data. Clarity of research objectives must be as speci c and unambiguous as possible. Marketing research process identi cation of the problem and statement of the research objectives.