Management and Organizational Studies 2320A/B Chapter Notes - Chapter 7: Data Mining, Projective Test, Ethnography

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 2320A/B
• Professor: Emily Chen- Bendle

Document Summary

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. Five steps of the marketing research process: define research problem and objectives, design the research plan, collect data, analyze data and develop insights, present action plan. Step 1: define the research problem and objectives. Correctly defining the problem is one of the most important elements of the marketing research process. Researchers identify the type of data needed and determine the type of research necessary to collect it. The type of data needed is driven by the objectives of the project. Based on the design of the project, data can be collected from secondary or primary data sources: secondary data pieces of information that have been collected prior to the start of the focal project.