MGT 3300 Note 4 - Marketing management The marketing process 1 Defining the problem(most important 2 Developing an approach to the problem 3

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Marketing management May 23, 2011
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The marketing process 1. Defining the problem (most important) 2. Developing an approach to the problem 3. Formulating a research design 4. Filed work or data collection 5. Preparing data and analyzing data 6. Preparing and presenting the report
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Research design Framework Blueprint Plan
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Secondary research Data collected for some purpose other than the problem at hand Not the first and/original use or intended us.
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How does secondary data fit in? Define information needs Does secondary data exist? Evaluate Yes – Proceed and analysis No or not usable Continue with discussions/design of primary research
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advantages Save money and time Disadvantages Concerns with fit and accuracy
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Types of secondary data Internal Record Number of people using the products. Where products are shipped. Warranty, cost and weakness of the product Databases External Published On paper or internet (aren’t necessarily credible) Syndicated (people pay for these public sources)
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Quantitative Research Descriptive research Observation Survey
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How do the two types stack up? Of course, data collection by observation in
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This note was uploaded on 03/06/2012 for the course MGT 3300 taught by Professor Sanjay during the Summer '08 term at Georgia Institute of Technology.

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MGT 3300 Note 4 - Marketing management The marketing process 1 Defining the problem(most important 2 Developing an approach to the problem 3

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