ECON344 Lecture Notes - Lecture 9: Root Mean Square, Asteroid Family
18 Sep 2017
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Econ 344: market research: from information to action. How social media is changing the market research game. Marketing research: the process of de ning a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions to improve an organization"s marketing activities. De ne the scope and nature of the marketing problem: a problem well de ned is a problem held-solved . Survey: a research technique used to generate data by asking people questions and recording their responses on a questionnaire. Experiment: obtaining data by manipulating factors under tightly controlled conditions to test cause and effect. Observation: watching, either mechanically or in person how people behave: ethnographic research: observational approach to discover subtle emotional reactions as consumers encounter products int heir natural use environment . Figure 8. 3: comparing mail, telephone, personal and online surveys. Figure 8. 5a: to obtain the most valuable information from consumers, the wendy"s survey utilizes 5 different kinds of questions.
