MKT 100 Chapter Notes - Chapter 7: Projective Test, Focus Group, Personal Information Protection And Electronic Documents Act
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MKT 100 Full Course Notes
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Marketing research: 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. Managers have to consider the usefulness of the research, top management"s commitment to the project and willingness to abide by the research results, and the size of the project. The marketing research process consists of five steps. By planning the entire research process well in advance of starting the project, researchers can avoid unnecessary alterations to the research plan as they move through the process. Step 1: define the research problem and objectives. Once the research problem is defined, marketers must specify the research objectives or questions to be answered. When conducting research, it"s also important to separate the symptoms of a problem from the actual problem (ex. declining sales is the result of outdated merchandise at a clothing store, not poor advertising)
