BUSI 520 Chapter 4: Chapter 4
2 Mar 2018
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Document Summary
Marketing insights: provide diagnostic information about how and why we observe certain effects in the marketplace and what that means to marketers. Marketing research firm categories (3: syndicated-service research firms, custom marketing research firms, specialty-line marketing research firms. Marketing research process (6: define the problem and research objectives, develop the research plan, collect the information, analyze the information, present the findings, make the decision. Secondary data: data that is collected for another purpose and already exist somewhere. Primary data: data freshly gathered for a specific purpose or project. Immerse the researcher into consumers" lives to uncover unarticulated desires that might not surface in any other form of research: focus groups. Telephone interviewing: good method for gathering information quickly. Arranged interviews: marketers contact respondents for an appointment and often offer a small payment or incentive. Intercept interviews: researchers stop people at a shopping mall or busy street corner and request an interview on the spot.
