MKT 100 Chapter Notes - Chapter 4: Ethnography, Content Analysis, Interpersonal Communication

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Daryl D' Souza

Document Summary

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. Provides valuable information that will help them make segmentation, positioning, product, place, price and promotion decisions. Step 1: define the research problem and objectives. Some believe it is the most difficult process. B/c if you define problem incorrectly, you will end up with a wrong solution even though the rest of the process is done perfectly. If you define the problem correctly, you may end up with results that are misleading or useless. Efforts and resources can be wasted if the research objectives are poorly defined. 3 major sources of poor design: basing research on irrelevant research questions, basing questions that marketing research cannot answer, addressing research questions to which are already known. Step 2: design the research project type of research necessary to collect it.