{[ promptMessage ]}

Bookmark it

{[ promptMessage ]}

MKT 335 Exam1 Notes - MKT 335 Exam#1 Decision Making...

Info icon This preview shows pages 1–5. Sign up to view the full content.

View Full Document Right Arrow Icon
MKT 335 Exam #1 21:52 Decision Making Process Role of information of mkt research/Steps Here is what I have for the Decision-Making Process: Identify Problem (mkt research) Develop Alternatives (mkt research) Establish Criteria  Evaluate Alternatives (mkt research) Resolve Decision As for the role of information/marketing research, I'm pretty sure it's just that: Marketing  research is intelligence gathering. It determines the types of measurement to do, which  then determines the statistics to use to figure out information As for the hypothesis, "it should be meaningful because it tells what you need to  measure." Also, most experimental designs emerge from Hypotheses, which is  important when determining Causal relationship Secondary Data sources Data Sources - uses/advantages/disadvantages Economic & Population Census American FactFinder Population-40 different areas Economic- County Business Patterns IbisWorld US Industrial mkt research reports (700) US only
Image of page 1

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Market size, growth, segmentation, competitors, performance, & forecast Marketline Full text-market research industry reports for US & internationally Market definition, market value, segmentation, 5 forces, leading companies, & forecasts Hoovers Basic contact information on more than 12 million Us/non US companies Datamonitor 30,000 company reports business description, company history, major products, biographies, locations,  competitors, & SWOT Local Market Audience  Reports & maps with demographic, mkt segmentation, & targeting data Prizm reports MediaMark Who buys products & services in the US MKT Research Process Good & relevant research/information Dichter Steps/Process Begins with a  problem and ends with design Define problem
Image of page 2
Purpose of doing the research Clarify information needed Opportunity & questions Specific goals Research plan/design Design & data sources (overall plan) Examine measurement issues (ex: variables) Develop questionnaires, interviews, samples, etc. What do you need  casual relationship = experiment What do you need  attitudes/behaviors= survey What do you need  feelings, perceptions, experiences= focus groups Execute Collect data Analyze data/conclusion Results Written/oral presentation Researchable problems Modeling/hypotheses (why) Research design Qualitative Finds out the “why” of data, “understand data”, observation & survey
Image of page 3

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
“Research is not one or the other it’s a process from beginning to end” Exploratory research
Image of page 4
Image of page 5
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern