MKTG2113 Lecture Notes - Lecture 2: Iceberg, Literature Review, Dependent And Independent Variables
18 Jul 2018
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Document Summary
Limited rides in a relatively small location e. g. coca cola and the "new" coke: narrow scope of marketing research, leading to: Inadequate problem definition, leading to: research design not adequately considered. Indicates a specific marketing decision to be clarified or problem to be solved. Specifies research questions to be answered and the objectives of the research. Background information about previous events and why they occurred: exercising managerial judgement and experience. Informal gathering of background information to familiarise researchers or managers with the decision area. Looking at past research in the area: desk/secondary research. Isolate and identify the problems, not just the symptoms. A variable is anything that varies in value: e. g. attitudes toward a brand may be a variable ranging from positive to negative. Continuous: infinite number of values: e. g. measuring levels of happiness can be in the form of a categorical variable (are happy vs unhappy) or continuous variable (rate your happiness on a scale of 0 to 100%).
