Management and Organizational Studies 2320A/B Chapter 7: Chapter 7
30 Mar 2018
School
Department
Professor
Document Summary
A set of techniques and principals for systematically collecting, recording, analyzing, and interpreting data that can aid decision makers involved in marketing. Can help with segmentation, positioning, and marketing mix decisions. Provides a crucial link between firms and their environments. Identify emerging opportunities and changes in the external environment. Factors to consider before embarking on a marketing research project . Sometimes researchers go back and forth between steps. Important to plan the entire project in advance. Step 1: define the research problem and objectives. Resources can be wasted if the objectives are ill-defined. Need to separate the symptoms of the problem from the actual problem. Identify the type of data needed and the type of research necessary to collect it. Secondary data - pieces of information that have been collected prior to the start of the focal project. Primary data - data collected to address the specific research needs/questions currently under investigation.
