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Unformatted text preview: -Step 3: collect relevant information Secondary data: internal/external Primary data: Mechanical Observation Personal Observation Idea generation methods (interviews, focus groups) Idea Evaluation methods (testingsurveys) panels-sample of consumers from which researchers take series of measurements experiments- test markets, drivers (IV)-Step 4: develop findings Analyze the data Present the Findings-Step 5: Take Marketing Actions Make Action recommendations Implement the action recommendations Evaluate the results-evaluate decision itself, and decision process used...
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This note was uploaded on 10/22/2008 for the course AEM 2400 taught by Professor Mclaughlin,e. during the Fall '07 term at Cornell University (Engineering School).
- Fall '07