BU352 Chapter Notes - Chapter 4: Panel Data, Projective Test
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. Some primary data collection methods include focus groups, in-depth interviews and surveys. Can be tailored to fit the research questions. Reliability: the extent to which the same result is achieved when a study is repeated under identical situations. Validity: the extent to which a study measures what it is supposed to measure. Sample: a segment or subset of the population that adequately represents the entire population of interest. Step 3: collect data: exploratory research: attempts to begin to understand the phenomenon of interest; also provides initial information when the problem lacks any clear definition. Examples: observation, following social media sites, in-depth interviews, focus groups, and projective techniques. Observation: an exploratory research method that entails examining purchase and consumption behaviours through personal or video camera scrutiny; useful when consumers cannot articulate their experiences.
