This preview shows page 1. Sign up to view the full content.
Unformatted text preview: in order to reach these goals, market research was used. Market research found that many companies were competing on price, there was little brand loyalty, and there is general poor product quality. Marketing Research o Data Primary- was collected with specific purpose for the goal at hand Secondary- was collected by other means, but used for goal at hand Qualitative- not very detailed, general terms, narrow scope Quantitative- wide scope, detailed and specific o Methods Historical analysis- secondary/qualitative Trade Research- secondary/quantitative Survey Research- primary/quantitative Focus Group- primary/qualitative o Triangulation The use of multiple research methods...
View Full Document
- Spring '07