Senger - BUS 345 - 4.5

Senger - BUS 345 - 4.5 - week 5 project thinking 1 agenda...

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1 project thinking week 5
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2 agenda attendance update on grades quiz on chapter 3 project updates (5 ideas?) next week
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3 agenda attendance update on grades quiz on chapter 3 project updates (5 ideas?) next week
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4 agenda attendance update on grades quiz on chapter 3 project updates (5 ideas?) next week
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5 agenda attendance update on grades quiz on chapter 3 project updates (5 ideas?) next week
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6 your second quiz: chapter 3 T/F … focus groups are typically conclusive research. T/F … conclusive research tends to be more qualitative, while exploratory research is more quantitative. T/F … the difference between longitudinal and cross-sectional research is the longevity of the study. Name and briefly define the 2 types of Conclusive research (hint: start with E and
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7 agenda attendance update on grades quiz on chapter 3 project updates (5 ideas?) next week
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8 rob and pillage chapter 4: secondary data
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9 Revisit the Basic MR Questions: Questions for MR as a whole: Identify market opportunities and constraints. What is the potential of our new product? What are the characteristics of our market? What is the nature of competition? Develop and implement marketing plans. What package sizes should we use? What promotion strategies should use? Where should we get distribution? Evaluate effectiveness of marketing plans. How effective is our promotional strategy? What is our, and our competitors’, market share?
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10 Basics of Secondary Data Defined – data collected for some purpose other than the research situation at hand. Important to figure out what data fits your objectives So, what kind of data are we talking about? What have you used that you would call Secondary Data?
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11 Internal – fastest, easiest, cheapest Previous Primary – can we learn more from what we have? Trackers – sales, spending, e-mail lists External Government – census, department of labor, SEC Syndicated – Nielsen, IRI, Gallup, Wal-Mart Trade Associations Web Search How would you use this stuff?
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Advantages Availability Census, SEC filings, articles/books Syndicated Data – secondary data sold by firms: Nielsen, IRI Limitations Relevance – suitability of data Units of measurement – can we convert it? Category definitions – product categories and trade areas Time period(s) Accuracy – trustworthiness of data Who collected the data? Consider your source. Why was it collected?
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This note was uploaded on 06/17/2011 for the course BUS 345 taught by Professor Matthewsenger during the Spring '11 term at St. Xavier.

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Senger - BUS 345 - 4.5 - week 5 project thinking 1 agenda...

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