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Unformatted text preview: with its cause when defining the problem. Exploratory, descriptive, and causal research each fulfill different objectives. 5­ 12 Marketing Info. System • Step 2: Developing the Research Plan Research objectives guide the determination of specific information needs. Research proposals outline the type of data needed and the research plan. Secondary data: Information collected for another purpose which already exists. Primary data: Information collected for the specific purpose at hand 5­ 13 Marketing Info. System Types of Data • Secondary data • Primary data • Secondary data sources: Government information Internal, commercial, and online databases Publications Obtained quickly Less expensive than primary data Information may not exist or may not be usable. 5­ 14 • Advantages: • Disadvantages: Marketing Info. System Evaluate the Following When Judging Data Quality • Relevance • Accuracy • Currency • Impartiality 5­ 15 Marketing Info. System Types of Data • Secondary data • Primary data • Planning primary research: Research approaches: Contact methods: Observation, survey, experiment Sampling plan: Mail, telephone, online, personal Sampling unit, sample size, sampling procedure Questionnaire, mechanical instruments 5­ 16 Research instruments: Marketing Info. System • Research approaches: Observation research using people or machines Mystery shoppers, traffic counters, web site “cookies” are some examples. Discovers behavior but not motivations. Ethnographic research expands observation...
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