MKT 100 Study Guide - Midterm Guide: Focus Group, Selective Perception, Store Brand

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Helene Moore

Document Summary

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. All data sources: primary data source. Questioning: in-depth focus group, interviews; online, mail, phone, personal surveys. Info found on your own: secondary data source. Inside company: company files, internet, reports, marketing info system, peoples, sales, cost data. Journal articles: syndicate data, observed consumer behavior, focus groups, surveys, experiments. Advantages: saves time in collecting data b/c already available, reduces data collection. Info may not be relevant original costs: specific to the immediate data needs, offers insights no available via secondary research. Info is more costly to collect and more timely. Ethnography (cid:0) study of people and culture: in-depth interviews, focused groups. Ex: bring a group of 20 and study them: social media. Netnography (cid:0) observation online, how people communicate online: projective technique.