ADM 2320 Chapter Notes - Chapter 7: Data Mining, Jargon, Focus Group
14 Nov 2018
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Document Summary
Chapter 7: marketing research, consists of 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. How should that information be obtained: design the research plan. Identify type of data needed: determine types of research necessary to collect the data, project objectives drive the type of data needed, collect data. Pieces of information that have been collected prior to the start of the focal project. Can be internal or external data: primary data, data collected to address specific research needs. Focus groups, interviews, surveys: analyze data and develop insights, converting data into information to explain, predict and/or evaluate a particular situation, present action plan, prepare the results, executive summary, body of the report (objectives, methodology, findings, conclusions. Interesting & appropriate to style of audience: no technical jargon, recommendations. Can be free or very inexpensive to obtain.
