Management and Organizational Studies 2320A/B Lecture Notes - Lecture 5: Procter & Gamble, Diet Pepsi, Panel Data
2 Feb 2017
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Mos 2320 lecture 5 (chapter 7: marketing research) Virtual solution tools as a means of testing. Large companies such as proctor & gamble (p&g) rely on the tech. Marketing research consists of 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. Step 1: define the research problem & objectives. Hardest and most difficult of the marketing research process: because if you define the problem incorrectly even if you do everything else perfectly, it fails. Poor designs come from 3 major reasons: basing research on irrelevant research questions, focusing on research questions that marketing research cannot answer, or addressing research questions to which the answer are already known. Determine type of research necessary to collect the data. Project objectives drive the type of data needed: 2 different kinds of data:
