MKT 100 Lecture Notes - Lecture 4: Focus Group, Personal Information Protection And Electronic Documents Act

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Paul Gillespie

Document Summary

A set of techniques and principles for systematically collecting, recoding, analyzing, and interpreting data that cant can aid decision makers involved in marketing goods, services or ideas: define research problem and objectives. Define the research problem and the process of how you are going to solve it. E. g. sales of chips are growing, but cracker aren"t. Whey would you want to know about the customers before you launch the new product. What flavor of chips are people eating. Why do you eat chips vs. crackers: designing the research project. Researchers identify the type of data needed and the determine the type of research necessary to collect the data. Secondary data: pieces of information that has been collected prior to the start of the focal project, both external and internal data sources, internet, books, journal article. Primary data: data collected to address the specific research needs/questions currently under investigation, focus groups, interviews, surveys.