MKT 100 Lecture Notes - Lecture 3: Focus Group, Joe Fresh, Data Mining

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Spergel Marla

Document Summary

Qualitative is by questions, personal questions, focus group, observation: choose a method, collect your data. Secondary data: pieces of information that have been collected prior to the start of the focal project, can be internal or external data. Primary data: data collected to address specific research needs, focus groups, interviews, surveys, put things together, now with the know information what are you going to do with it. Primary data is collected in a variety of ways including observing consumer behaviour, conducting focus groups, or surveying consumers by using the mail, telephone, in-person interviews, or the. Internet. it can be tailored to fit the research questions. Disadvantages: it is expensive to obtain and it takes time. Response rates are relatively high given traditional methods: When trying to observe a group is it ethical to not have people consent to you watching them. Joe fresh outsourced its manufacturing and its building collapsed killing many workers.