ADM 2320 Lecture Notes - Lecture 1: Focus Group, Panel Data, Test Market
15 Apr 2018
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Document Summary
What info is needed to answer specific question recording, analyzing and interpreting data that can aid decision makers involved in marketing goods, services or ideas. Marketing research: consists of a set techniques and principles for systematically collecting, Process: define research problem and objectives, design the research plan, collect data. Data collected to address specific research needs, focus groups, interviews surveys. Qualitative research : reliability, validity, sampling( . Identify type data needed, determine type of research necessary to collect the data, project objective drive the type of data needed. In depth interview:(ask questions pose additional examines purchase) questions) observed. Focus group: (a small group of people come. Pro: large, sample, all age, current feedback, freely. Con: not statistically, no useful feedback, anonymity, together, guided by a train moderator) only, potential ethical issue. Secondary data: pieces if info that have been collected prior to the start of the. Internal sources: from the company/ firm itself, invoice, customer lists,
