MKT 100 Chapter Notes - Chapter 4: New Product Development, Global Marketing

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Khalil Rohani

Document Summary

Marketing research is a set of techniques for systematically collecting, analyzing, and interpreting data in a way that can aid decision makers (marketers) Next outline the questions that have to be answered. Poor question design arises from: irrelevant research, focusing on questions that cannot be answered, addressing questions to which answers are already known. Determine the type of data needed and research necessary to collect it source: data. Secondary data is information collected prior to the start of a focal project. This includes: free external or internal sources, census data, internet, articles, journals, and reports. Although they are readily accessible, they may not be specific or timely enough or trusted. Syndicated data: external secondary data that is purchased from market research firms. Primary data is data collected through more difficult means and is done so in the format of in person interviews, phone interviews, or surveys.