33:630:301 Chapter Notes - Chapter 8: Statistical Inference, Neuromarketing, Data Mining
Document Summary
Markeing research process of deining a markeing problem and opportunity, systemaically collecing & analyzing informaion and recommending acions. Idenify possible markeing acions: measures of success: criteria/standards used in evaluaing proposed, develop the research plan soluions to the problem, specify constraints: restricions place on potenial soluions to a problem b, determine how to collect data. Internal i: markeing inputs efort expended to make sales, markeing outcomes results of the markeing eforts, external, published data from outside the organizaion. Cons: outdated, deiniions/categories might not be right for a researcher"s project, may not be speciic enough for the project. *general rule= obtain secondary data before primary data: primary data: facts/igures that are newly collected for the project, watching people observaional data: facts/igures obtained by watching mechanically/in person how people actually behave, mechanical method, personal methods, mystery shoppers. Chapter 8: neuromarkeing, asking people quesionnaire data: facts/igures obtained by asking people about their aitudes, awareness, intenions & behaviors.
