Business Administration 3301K Chapter Notes - Chapter 4: Qualitative Property

• School: Western University
• Department: Business Administration
• Course: Business Administration 3301K
• Professor: John White

Document Summary

The marketing objectives can be poorly defined and thus these efforts will be wasted. There are 3 ways in which it can be poorly defined. Focusing on questions that marketing can not answer. Addressing questions to which the answers are already known. Step 2: design the research project: this step involves marketers deciding what kind of data is needed and the research to collect it, data can either be primary or secondary data, secondary data: Data thats collected prior to the research project. Usually general info that gives a good starting point in the beginning of the research process. Collected from free or very inexpensive sources, but not that accurate or timely to be super beneficial. Research project begins with evaluating external and internal secondary data. Usually the only option for small new firms since primary data research would be too expensive. Marketers must becareful with secondary data, although its easy to gain and free, sometimes its not always trustworthy.