ADM 2320 Chapter Notes - Chapter 7: Léger Marketing, Data Mining

• School: University of Ottawa
• Department: Administration
• Course: ADM 2320
• Professor: Gurprit Kindra

Document Summary

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. Step 1: define the research problem and objectives: correctly defining the problem in one of the most important elements of the marketing research process. If you define the problem incorrectly, you will more than likely end up with the wrong solution even though the rest of the process is done perfectly. In this step, researchers identify the type of data needed and determine the type of research necessary to collect it. Step 4: analyze data and develop insights: the next step in the marketing research process analyzing and interpreting the data should be both thorough and methodical. In this step, the analyst prepares the results and presents them to decision makers, who undertake appropriate marketing actions and strategies.