MARK 3000 Study Guide - Midterm Guide: Oval Track Racing, Google Glass, Strategic Alliance
24 Aug 2016
School
Department
Course
Professor
Document Summary
The research process: defining objectives and research needs, designing the research, data collection process, analyzing data and developing insights, action plan and implementation. Secondary: pieces of information collected prior to this research project; Looking things up : external secondary data: government sources ex. Syndicated data: done from a marketing/ research firm- for a fee. Scanner research: purchasing info: internal secondary data, data warehouse: store of data from a wide range of sources within a company, data mining : examining large databases in order to generate new information. Primary: data collected specifically for this research; creating new information: qualitative methods. Provides initial information: generally in-depth and unstructured. In-depth interviews: limited number, somewhat unstructured, time consuming and costly. Focus groups: group of 8-12 consumers, discuss one topic, facilitated by trained moderator. Social media research: monitoring blogs, online communities, sentiment mining: quantitative research. Usually change one of 4 p"s and look at either sales or awareness.
