Midterm Outline

Midterm Outline - Mid Term Review Guide BMGT452 Fall 2010...

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BMGT452 Fall 2010 L1: Introduction: Read: Slides, Chapter 1 pp4-15, Chapter 2 pp 26-54 o What’s Marketing Research? o Definition o Importance of Marketing Research o Different uses of Marketing Research o Applied Research vs Basic Research o Different Types of Applied Research o When to Conduct Marketing Research o When Research Findings are Adopted o Marketing Research Industry o Users and Suppliers o Current Trends o Skills Required for Marketing Research Career o Marketing Research Ethics L2: Marketing Research Process Read: Slides, Chapter 3 66-80 o The Marketing Research Process: 8 steps o Step 1: Define marketing Research Problems o Identify Managerial Problem o Translate into Marketing Research Problem o Research hypothesis and Guidelines o Step 2: Create the Research Design o Different Types of Research Design o When to Apply Different Types of Research Design o What Research Methods are Available under Different Designs? L3: Secondary Data Collection Read: Slides, Chapter 4 pp99-113, Chapter 8, pp252-255, Chapter 7 198-202 o Nature of Secondary Data o Definitions for Secondary Data and Primary Data o Advantages and Disadvantages of Secondary Data o Internal Databases o Sources of Internal Databases o Definition of Database Marketing o Advantages and Disadvantages o Growing Importance of Internal Database Marketing o Issues: Privacy and Identity Fraud o External Databases o Sources of External Databases
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Midterm Outline - Mid Term Review Guide BMGT452 Fall 2010...

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