ECON344 Chapter 7: BU_352_Chapter7
12 Jun 2016
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Document Summary
Marketing research: set of techniques and principles for systematically collecting, recording, analyzing, and i interpreting data that can aid decision makers involved in marketing: define problems/objectives: research is expensive, must decide wisely. How should information be obtained: design research plan identify type of data needed collection method, collect data. Primary data: directly collected for research purposes. (ex. Secondary data: previously collected info, internal or external (ex. Stats canada: analyze data and develop insights. Data = raw information, not really useful information = organized and interpreted data, useful for decision makers: present action plan. Prepare and present the results to marketers and decision makers. Qualitative or quantitative free or inexpensive internal may not have all the data you need. Panel: collecting info from group over time. Validity: does it do what it"s supposed to. Sample: does it properly represent the target. Ethnography: observational study of people in their daily life tests predictions and hypothesis careful or privacy and data collection laws.
