Management and Organizational Studies 2320A/B Chapter Notes - Chapter 7: Focus Group, Projective Test, Neuromarketing

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 2320A/B
• Professor: John White

Document Summary

Focusing on research questions that marketing research cannot answer. Addressing research questions to which the answers are already known: separate the symptoms of a problem from the actual problem. Step 2: design the research plan researchers identify the type of data needed and determine the type of research necessary to collect it: objectives of the project drive the type of data needed. Based on design collect primary or secondary data: primary data: data collected to address the specific research needs/questions currently under investigation. Some primary data collection methods include focus groups, in- depth interviews, and surveys. Incl. focus groups, interviews, sruveys: secondary data: pieces of information that have been collected prior to the start of the focal project. Step 4: analyze data and develop insights: data: raw numbers or other factual information that, on their own, have limited value to marketers.