MKT 100 Chapter Notes - Chapter 4: Ethnography, Selective Perception, Focus Group

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Martin Pyle

Document Summary

Chapter 4 - marketing research marketing research: a set of techniques and principles for systematically collecting, recording, analyzing, and interpreting data that can aid decision makers involved in marketing goods, services, or ideas. Marketing managers attempt to develop strategies, marketing research can provide valuable information that will help them make segmentation, positioning, product, place, price, and promotion decisions. Step 1: de ne the research problem and objectives. A marketing decision needs to be made, but you lack suf cient information. Not always negative can be used to determine whether or not to pursue and opportunity. Research objectives: what you want to achieve: should be smart: speci c, Symphony|r| group, national purchase diary panel, nielson, and leger marketing. Certain types of research designs give you certain types of data. Develop models deep understanding quick, cheap flexible, fluid, open, suggestive able to tap deep, important, enduring meanings. Subjective" interpretations subjective to the selective perception of manager or analyst.