BU352 Lecture Notes - Lecture 7: Asda, Projective Test, Ethnography
Document Summary
Important to separate the symptoms of a problem from actual problem: step 2: design the research plan, researchers identify the type of data needed to determine the type of research necessary to collect it. Symphony iri group, national diary panel, nielsen, and leger marketing: scanner data a type of quantitative research that uses data obtained from scanner readings of upc codes at checkout counters. In-depth interviews a research technique in which trained researchers ask questions, listen to and record the answers, and then pose additional questions to clarify or expand on a particular issue. The customers" responses indicate whether they think the product should be carried in the stores. Important to adhere to ethical practices: the canadian marketing association provides three guidelines for conducting marketing research: It prohibits selling or fundraising under the guise of conducting research. It supports maintaining research integrity by avoiding misrepresentation or the omission of pertinent research data.
