Senger - BUS 345 - 3

Senger - BUS 345 - 3 - week4 firstquiz 1 agenda attendance

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1 first quiz week 4
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2 agenda attendance quiz on chapters 1 and 2 chapter 3 next week
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3 agenda attendance quiz on chapters 1 and 2 chapter 3 next week
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4 agenda attendance quiz on chapters 1 and 2 chapter 3 next week
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5 your first quiz T/F … marketing research makes final  decisions based on results. which is NOT  one of the basic principles of  MR? attend to the timeliness and relevance of marketing  research define objectives carefully and clearly  do not conduct research to support decisions already  made trust that a requestor has thoroughly examined all  possibilities 
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6 review  … MR Basics How would you define Marketing Research? Set of techniques and principles for systematically  collecting, recording, analyzing and interpreting data that  can aid decision makers involved in marketing. Basic principles: Attend to the timeliness and relevance of research VW launched an SUV as the market was turning away Define objectives carefully and clearly Beer maker instituted consumer segmentation with no action Do not conduct research to support decisions already  made Sony MiniDisc – great in Japan, not in US because of iPod
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7 review  … The Process 1. Justify the need for MR 2. Define objectives 3. Identify data needs 4. Identify data sources 5. Choose design/method 6. Design instrument 7. Identify sample 8. Collect data 9. Analyze data 10. Present findings
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8 agenda attendance quiz on chapters 1 and 2 chapter 3 next week
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9 general designs chapter 3: types of MR
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10 What Type of Research?
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11 Exploratory or Conclusive? How much do we know already?
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Senger - BUS 345 - 3 - week4 firstquiz 1 agenda attendance

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