MKT 100 Lecture Notes - Lecture 4: Corporate Social Responsibility, Marketing Ethics, Business Ethics

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Laila Rohani

Document Summary

Explain the use and benefits of market research. Outline the importance and challenges of market research to companies. Differentiate between exploratory and conclusive research identify the step-by-step market research approach marketing research. Consists of a set of techniques and principles for systematically collecting, recoding, analyzing and interpreting data that can aid decision makers involved in marketing goods and services or ideas. Step 2: designing the research project: secondary data sources. Pieces of information that has been collected prior to the start of the project. Company files, intranet, reports, marketing information system. Internet, libraries, governments, trade associations, universities: syndicated data. Data available for a fee from commercial research firms: primary data. In depth and focus group, interviews, online, mail, phone, personal surveys; panels. Step 3: data collection process: exploration research (qualitative) Provides initial information when the problem lacks any clear definition. Projective techniques-subjects are provided a scenario and asked to express their thoughts and feelings about.