COMMERCE 2MA3 Lecture Notes - Lecture 7: Qualtrics, Ethnography, Panel Data
24 Jan 2017
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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. When marketing managers attempt to develop their strategies, marketing research can provide valuable information that will help them make segmentation, positioning, product, place, price, and promotion decisions. The 5 steps in the marketing research process. Step 1: define the research problem and objectives. Once the problem is identified, marketers must specify the research objectives or questions to be answered. Poor design arises from three major sources: 1. basing research on irrelevant research questions, 2. focusing on research questions that marketing research cannot answer, 3. addressing research questions to which the answers are already known. When conducting research, it is also important to separate the symptoms of a problem from the actual problem. Researchers identify the type of data needed and determine the type of research necessary to collect it.
