MKTG1002 Lecture Notes - Lecture 1: Uptodate, Literature Review, Critical Thinking
Document Summary
Based on a process of enquiry, careful and objective examination. Helps make better decisions (financial decisions or managerial decisions) Integrated marketing communications: studies relating to e. g. advertising effectiveness; influencer effectiveness; attitudinal research; sales tracking; social media marketing effectiveness: Relates to roi (traditional vs digital) for communications and promotional campaigns. All mr students utilises qualitative and quantitative approaches and data. = means the systematic investigation of the behaviour, needs, attitudes, opinions, motivations and other characteristics of whole or part of a population to provide accurate information. Market research is not marketing (used for marketing) Systematic and objective process of generating information to aid marketing decisions. Specifying the information required to address market (& social) issues. Designing the method for collecting the required information. Managing and implementing the data collection process. Analysing the data collected and making sense of the results. Communicating the findings and their implications (e. g. help inform marketing decisions) to management.
