BUSMKT 1411 Chapter Notes - Chapter 2: Entscheidungsproblem, Word Association, Disposable And Discretionary Income
23 Dec 2018
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Chapter 2: defining the marketing research problem and developing an approach. Information made available by business and government sources, commercial marketing research firms, and computerized databases: economical and quick source of background information. 9/15/18: primary data: originated by the researcher for the specific purpose of addressing the research problem, should not be collected until the relevant secondary data has been fully analyzed, qualitative research. Number and geographical location of the buyers and non-buyers: 2. Product consumption habits and the consumption of related product categories: 4. Media, including social media, consumption behavior and response to promotions: 5. Buyer preferences: legal environment, legal environment: includes public policies, government agencies, and pressure groups that influence and regulate various organizations and individuals in society. Should the promotional budget be increased: marketing research problem: asks what information is needed and how it can best be obtained. When the research problem is defined too broadly: 2.
