MKT 100 Lecture 4: Marketing W4

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

Document Summary

!- good marketers need to help interpret past performance as well as plan future activities ! Consists of a set of techniques and principles for systematically collecting recoding analyzing. Ve steps to the market research: de ne research, design the research project, collect data ( how? where is it available?, analyze data , present action plan ( what does this mean to us?) Step 1:( de ning the objectives and research needs ( not too broad/ too narrow)! !- type of data, type f research going hand in hand! Step 2: ( designing the research project)! contact someone)! Primary is rst hand, you nut collect it yourself! Secondary is of which where you get from the library or the news etc ! There"s different ways to get data ( e. g fb you cant just google the info you may have to secondary ( adv. Info may not be relevant to info needs!