MARK 4000- Final Exam Guide - Comprehensive Notes for the exam ( 25 pages long!)
29 Mar 2018
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Document Summary
Market research links the organization with its market environment. Involves the specification, gathering, analysis, and interpretation of information to help management understand the environment, identify problems and opportunities and develop and evaluate courses of marketing action: goal of marketing research: aid managers to make better decisions. The results were all a bit off the mark(cid:499) (researcher had looked up the wrong information: avoid useless market research, interesting vs. Step 5: pretest: pretest is vital, most inexpensive insurance to ensure success, do not collect answer until you have pretested and revised questionnaire, two recommended pretests, face-to-face (personal interview) pretest, actual pretest using the chosen method of administration. Recruiting respondents: good cover letters and scripts are not written in a hurry! Include: who you are, why you are contacting them, they request for help, how long it will take, promise of anonymity, any incentives.
