MKT 335 Exam1 Notes

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

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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 American FactFinder Population-40 different areas Economic- County Business Patterns IbisWorld US Industrial mkt research reports (700) US only
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Marketline 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,  Local Market Audience  Prizm reports MediaMark MKT Research Process Dichter Steps/Process Begins with a  problem and ends with design Define problem
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Purpose of doing the research Clarify information needed Specific goals Research plan/design 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
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“Research is not one or the other it’s a process from beginning to end” Exploratory research Better understanding of situation, help generate hypothesis, increase familiarity of 
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This note was uploaded on 01/31/2012 for the course MKT 335 taught by Professor Timothygreenlee during the Fall '11 term at Miami University.

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

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