MCS 1000 Chapter Notes - Chapter 8+9+2: Swot Analysis, Customer Experience, Data Mining

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 1000
• Professor: Sergio Meza

Document Summary

Marketing research - the process of defining a marketing problem or opportunity, systematically collecting and analyzing information, and recommending actions to improve an organization"s marketing activities. Secondary data - data previously collected and assembled for another project. Single source data - integrated information that allows marketers to examine various aspects of their customers. Primary data - data gathered specifically for the project at hand. Focus group - informal interview sessions in which 6 to 10 people, relevant to the research product, are brought together in a room with a moderator to discuss topics surrounding the marketing research problem. Depth interviews detailed individual interviews with people relevant to a research product. The researcher will question the individual in a conversation-like style to obtain the necessary information. Survey a research technique used to generate data by asking people questions and recording their responses on a questionnaire. Could be conducted in person, online, or through mail/email.