BU354 Chapter Notes - Chapter 7: Panel Data, Focus Group, Data Analysis
Document Summary
Chapter 7- marketing research: 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. Step 1: define the research problem and objectives: one of the most important elements of the marketing research process, once the research problem is identified, marketers must specify the research questions to be. Step 2: design the research plan: researchers identify the type of data needed and determine the type of research necessary to collect it, project objectives drive the type of data needed. Step 3: collect data: secondary data: pieces of information that have been collected prior to the start of the focal project. 1: primary data: data collected to address the specific research needs/questions currently under investigation. Step 4: analyze data and develop insight: data: raw numbers or other factual information of limited value. Interesting and appropriate to style of audience: no technical jargon, recommendations.
