MKT 100 Chapter Notes - Chapter 7, 18: Panel Data, Artificiality, Corporate Social Responsibility
23 Mar 2016
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MKT 100 Full Course Notes
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Chapter 7 and 18 market research and ethics. A strong ethical climate requires a commitment from the top down within the firm. Voluntary actions taken by a company to address the ethical, social and environmental impacts of its business operations and the concerns of its stakeholders. Consists of a set of techniques and principles for systematically collecting, recording, analyzing and interpreting data that can aid decision making involved in marketing goods, services and ideas. Can be free or very inexpensive to obtain. Step 1: define research problem and objectivesstep 2: design the research planstep 3: collect datastep 4: analyze data and develop insightsstep 5: present action plan. Cross-sectional sample of customers at a specific point in time. Longitudinal repeated measurement of the same customer over a period of time. Observation: examines purchase and consumption behaviour through personal or video camera observance, ethnography . In-depth interview: trained researchers ask questions, listen to and record answers, they pose additional questions to clarify.
