ADM 2320 Chapter Notes - Chapter 7: Ethnography, Panel Data, Jargon
20 Dec 2016
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Identify the ve steps in the marketing research process. L03 describe primary data collection techniques and summarize the differences between secondary data and primary data. L04 outline ethical issues rms encounter when conducting marketing research. Market research consists of a set of techniques and principles for systematically collecting, recording, analyzing, and interpreting data that can aid decision makers involved in marketing goods, services, or ideas. Step one; de ne the research problem and objectives. Because research is expensive, it is important to establish in advance exactly what problem needs to be solved and correctly de ne it: some market researchers claim that this aspect is the most dif cult. Research efforts and resources can be wasted if the research objectives are poorly de ned. Researchers identify the type of data needed and determine the type of research necessary to collect it. The objective of the research project drives the type of data needed.
