Chapter 8 - Chapter 8 The Scientific Method & Marketing...

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Chapter 8 February 20 Define the problem Analyze the situation Getting problem-specific data Interpreting data Solving the problem Define the Problem (Step 1) Find the right problem level o Defining the right problem can almost solve the problem o Develop a list of research questions to more effectively define the problem Problems vs. Symptoms Setting research objectives Analyzing the Situation(Step 2) An informal study to answer the question “What information do we already have in relation to the problem area we are trying to define?” Pick the brains if people around you Situation analysis helps educate a researcher Primary data o Observation Mechanical approaches Personal approaches o Questioning In depth & focus group interviews
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Online, mail, phone, personal surveys Panels Secondary data o Inside company Company files, intranet, reports, marketing information system, people, sales,
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This note was uploaded on 04/22/2009 for the course MKT 320F taught by Professor Miller during the Spring '08 term at University of Texas at Austin.

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Chapter 8 - Chapter 8 The Scientific Method & Marketing...

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