Marketing Ch4 part 1

Marketing Ch4 part 1 - Chapter 4: Conducting Marketing...

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Chapter 4: Conducting Marketing Research and Forecasting Demand Marketing insights provide diagnostic information about how and why we observe certain effects in the marketplace, and what that means to marketers. Marketing research is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company. The marketing research process is to (1) define the problem, (2) develop research plan, (3) collect information, (4) analyze information, (5) present findings, and (6) make decision. o (1) Define the Problem, the decision alternatives, and the research objectives. Marketing managers must not define too broadly or narrowly for the market researcher. o (2) Develop the Research Plan with (a) Data Sources, (b) Research Approach, (c) Research Instruments, (d) Sampling Plan, (e) Contact Methods (a) Secondary data are data that were collected for another purpose and already exist somewhere. Primary data are data freshly gathered for a specific purpose of for a specific
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This note was uploaded on 03/02/2011 for the course MRKT 685 taught by Professor Choi during the Spring '11 term at Rutgers.

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Marketing Ch4 part 1 - Chapter 4: Conducting Marketing...

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