Week 1 -Introduction & Ethical Issues in Marketing Research

Week 1 -Introduction & Ethical Issues in Marketing Research

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BUS3001 - Marketing Research - Dr. Felix Tang BUS3001 - Marketing Research - Dr. Felix Tang
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The Basic Let s take a look at the module outline
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Instructor: Dr. Felix Tang (BBA, MBA, PhD) Office: Rm611 Office Tel: 2636-7134 felixtang@hssc.edu.hk Principles: Principles: Friendship Friendship Dual-respect Dual-respect Fairness Fairness
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The Basic Prepare an info card about you  (with your photo on it)
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Learning Objectives  of Week 1 1. Appreciate the scope of marketing research 2. Give examples of marketing research of the project and system approaches 3. Understand the six steps in the marketing research process 4. Explain how information adds values to decisions in three types of information system 5. Understand ethical issues in marketing research
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What is the relationship between making  marketing decisions and going to washroom in  the middle of the night?
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Defining Marketing Research
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What is Research? Research is a  systematic  and  objective   identification collection analysis dissemination and  use  of  information. What is Marketing? Marketing deals with identifying and meeting human  and social needs. (Kotler and Keller 2006).
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What is Marketing Research? Marketing research is a  systematic  and  objective   identification collection analysis dissemination and  use  of  information  for the purpose of  improving decision making  related to the  identification  and  solution  of problems and  opportunities in marketing
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So, what exactly marketing research  does? Specification Specification Specifies the information necessary to address these issues Management Management Manages and implements the data collection process Analysis Analysis Analyzes the results Communication Communication Communicates the findings and their implications
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If your boss asks whether to introduce a new  product,  If your boss asks should we change the  advertisement,  If your boss asks who are our competitors,  how would you response?
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Why study marketing research? Decision makers rely on useful information to  make more efficient and effective decisions. Marketing Research Information Decision Makers
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What is useful marketing  information? 1. Employees at all levels generate  market intelligence which are information pertaining to current and future  customer needs. 2. The company share that intelligence across departments.
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This note was uploaded on 03/07/2012 for the course MARKETING eng100 taught by Professor Hass during the Spring '12 term at Central Washington University.

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Week 1 -Introduction & Ethical Issues in Marketing Research

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