BUS 358 Lecture 4: Lecture 4 – Marketing Research Process
11 Sep 2017
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Document Summary
Mkting opp: situation tht makes some potential competitive advantage possible. Mkt problem: situation that makes some sig negative conseq more likely. Certain: has info needed to make optimal decision. Uncertainty: manger grasps general nature of desired obj but info about alt is incomplete. Purposes: clarify ambig sit, discover ideas that may be potential business opps. Diagnostic analysis: seeks to diagnose reasons for mrkt outcomes, focuses specifically on beliefs and feelings consumers have about and toward competing products. Allows causal inferences to be made they id cause and effect. Critical pieces of causality: temporal seq appropriate causal order of events, concomitant var two phenomena vary together. If then statements throughout the process: nonspurious assoc an absence of alternative plausible explanations. Absolute: cause is necessary and sufficient to bring about the effect, most powerful. Conditional: cause is necessary but not sufficient to bring about an effect.
