L3 -Mkt Research

L3 -Mkt Research - MKTG 301 Principles of Marketing...

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Marketing Research Professor Shikhar Sarin, Ph.D. MKTG 301 – Principles of Marketing
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Marketing Research The process of collecting and using information for marketing decision-making.
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Figure7.3: The Marketing Research Process The Marketing Research Process The Marketing Research Process
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Uncertainty and Methodology Uncertainty associated with the research problem determines the research methodology. Degree of Problem Definition Uncertain About Problem Aware of Problem Problem Clearly Defined Possible Situation Faced “Sales are declining and we don’t know why” “What kind of people buy our product” “Did our last advertising campaign lead to the increase in sales” Increasing Uncertainty Decreasing Uncertainty Research Methodology Exploratory Research Descriptive Research Causal Research
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Secondary Research/Data Previously gathered data for some purpose other than the one at hand. e.g., Data collected and sold by third parties (syndicated data) Advantages: Relatively inexpensive Disadvantages: May lack relevance May be dated May define variables differently
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U.S. Census Bureau: Access to Frequently Used Government Statistics
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One of Many Providers of Secondary Data
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Primary Research/Data Data collected for the first time for the purpose at hand Advantages: Customized Relevant Disadvantages: Time consuming Expensive
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This note was uploaded on 03/07/2012 for the course MKTG 301 taught by Professor Shikharsarin during the Spring '12 term at Boise State.

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L3 -Mkt Research - MKTG 301 Principles of Marketing...

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