BU352 Chapter Notes - Chapter 7: Personal Information Protection And Electronic Documents Act, Uptodate, Ethnography
Document Summary
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. Can provide valuable info that will help make segmentation, positioning, product, place, price, and promotion decisions. Helps reduce some of the uncertainty under which marketers currently operate. Provides crucial link between firms and their environments, enabling firms to be customer oriented because they build their strategies by using customer input and continual feedback. By constantly monitoring competitors, firms can anticipate and respond quickly to competitive moves. Can identify emerging opportunities and new and improved ways of satisfying consumer needs and wants from changes in the external environment. 5 steps researchers may go back and forth between steps as the need arises. When designing questionnaires, consider the data collection process and. Important to plan the entire project in advance anticipate the types of analyses that might produce meaningful results.
