[SMG MK 323] - Final Exam Guide - Everything you need to know! (84 pages long)

• School: Boston University
• Department: Marketing
• Course: SMG MK 323
• Professor: Jonathan Hibbard

Document Summary

Needs establish what problem needs to be solved in advance: step 2. Designing the research researchers identify the type of data needed and determine the research necessary to collect them: step 3. Collecting the data can be collected from secondary or primary data sources. Survey a sample to generalize: step 4. Insights should be both thorough and methodical. To generate meaningful information, researches analyze and make use of the collected data. Action plan in final phase in the marketing research process, the analyst prepares the results and presents them to the appropriate decision maker, who undertake appropriate marketing strategies. Secondary data: free or inexpensive external sources such as census data, information from trade associations, and reports published in magazines. Syndicated external secondary data (available for a fee) Scanner data used in quantitative research obtained from scanner readings of universal product code (upc) labels at checkout counters.