MARK 305 Chapter Notes - Chapter 4: Reverse Engineering, Affinity Analysis, Decision Support System
30 Jan 2017
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Can help to clarify or refine the issue or problem. Might provide a solution to a research problem. Teacher: availability, cost, speed eliminates sampling, data collection, obtains information may not be otherwise accessible. Might not be any available data on your topic. Teacher: not designed specifically to meet researchers" needs, may be outdated, may have inappropriate units of measurement, may need data conversion, uncertain accuracy, may need to cross-check. New data gathered to help solve the problem under investigation. Lack of availability, lack of relevance, inaccuracy, insufficiency. Identification of consumer behaviour for a product category. Market tracking: the observation and analysis of trends in industry volume and brand share over time. Information gathering and fact-finding that is designed to detect indications of environmental changes in their initial stages of development. Developing descriptive or predictive equations to specify relationships between variables. Forecasting sales using moving average (time series) or regression methods.
