MKT 300 Chapter 4: Chapter 4 Review
Document Summary
Turning information into data: information: data that has been analyzed and put into useful form, data: facts or statistics obtained from inside or outside the company. Primary data: data collected for the first time. Secondary data: data obtained from sources who already gathered the data. External data: data obtained from outside the company like from online data bases. Internal data: data obtained from within a company (consumer and market information) Information used for decision making: product decisions, place decisions, promotion decisions, price decisions. The marketing research process: problem definition, research design, exploratory research: clarifies problem/finds a way to address it. Additional research may be required: quantitative research: provide info needed to provide best course of action, interpret and report the findings. Exploratory research: focus groups, depth interviews, projective techniques, observation, case analysis. Data collection methods: experiments, casual research, likert scales.
