MARK301 Chapter Notes - Chapter 5: Focus Group, Root Mean Square, Peer Pressure
14 Sep 2016
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Document Summary
Marketing research the process of systematically gathering and analyzing (new) information related to marketing problems. A system consisting of people equipment, and procedures. Relevant and timely data to management and decision makers. Marketing managers do not need more information, they need better information. Consumers may be unwilling to reveal answer (purchase) intention may not equal actual behaviour. Internal databases: electronic collections of info obtained from data sources within the company. Marketing intelligence: systematic collection and analysis of publicly available information about competitors and developments in the marketing environment. Market research: systematic design, collection, analysis, and reporting of data relevant to a speci c marketing situation facing an organization. Primary data: info collected for the speci c purpose at hand. Secondary data: data that has already been collected for a di erent purpose. Often conducted because a problem has not been clearly de ned yet. Allow researcher to generate hypothesis to be tested.
