COMMERCE 2MA3 Chapter Notes - Chapter 7: Panel Data, Léger Marketing, Root Mean Square
22 Sep 2016
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Document Summary
Marketing research: a set of techniques and principles for systematically collecting, recording, analyzing, and interpreting data that can aid decisions makers involved in marketing goods, services, or ideas. Secondary data: pieces of information that have been collected prior to the start of the focal project. Primary data: data collected to address the speci c research needs/questions currently under investigation. Some primary data collection methods include focus groups, in-depth interviews, and surveys. Data: raw numbers or other factual information of limited value. Information: data that has been organized, analyzed, interpreted, and converted into a useful form for decision makers. Data mining: the use of statistical analysis tools to search for patterns in data or relationships among variables. Syndicated data: data available for a free from commercial research rms such as symphony iri. Group, national diary panel, nielsen, and leger marketing. Scanner data: a type of quantitative research that uses data obtained from scanner readings of upc codes at checkout counters.
