MKT 201 Lecture Notes - Lecture 4: Neuromarketing, Focus Group, Surveymonkey

• School: University of Miami
• Department: Marketing
• Course: MKT 201
• Professor: Townsend Claudia

Document Summary

Ethics-produce unbiased and factual information: ama guidelines: Prohibits selling or fundraising under the guise of conducting research. Avoid misrepresentation or the omission of pertinent research data. Fair treatment of clients and suppliers: make sure they have the seal. The marketing research process: defining research objectives and needs designing the research data collection process analyze data and develop insights action plan and implementation. Step 2: type of data and type of research, determine if you need secondary or primary data. Primary: experiments, observation, in-depth interview, surveys (unstructured vs. structured), focus group, neuromarketing. External secondary data: syndicated data, panel research, scanner research. Step 3: get a representative sample that will represent a whole and then generalize based off of that. Step 4: convert the data into information to explain, predict and evaluate a particular situation. Implement the plan: executive summary, body, conclusions, limitations, supplements (graphics) Sources for survey takers: survey software: surveymonkey.