MKT 100 Lecture Notes - Lecture 7: Ekos Research Associates, Ipsos, Fax

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: George Baranyai

Document Summary

Associates, ipsos reid, etc: provides crucial link between firms and their environments, which enables firms to be customer orientated, constantly monitoring competitors, firms can anticipate and respond quickly to competitive moves. Identify emerging opportunities and new improved ways of satisfying consumer needs and wants from changes in the external environment. Checking out a scanner in a store collects sales data about individual consumer purchases. Difficult to make sense of millions of individual data which are stored in a large computer files called data warehouses. Accessed quickly and at relatively low cost. Researchers must ensure secondary data used are current and relevant and can shed light on research problem or objectives. May find it useful to purchase secondary data called syndicated data: available for a fee from commercial research firms such as symphonyiri group, national purchase diary panel, nielsen and leger marketing. Scanner data: type of quantitive research that uses data obtained from scanner readings of upc codes at checkout counters.