Unethical issues like gathering public information

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Unethical issues like gathering public information.Marketing researchSystematic design, collection, analysis and reporting of data relevant to a specificmarketing situation facing an organization.Marketing research process steps:Defining the problem and research objectives: define problems and agree onobjectivesDownloaded by Hadi Wehbi ([email protected])lOMoARcPSD|7033852
Kerysh NgMark 201Exploratory research: research to gather preliminary information that will helpdefine the problem and suggest hypotheses.Descriptive research: Research to better describe marketing problems, situations ormarkets. Used to describe characteristics of a population.Causal research: marketing research to test hypotheses about cause and effectrelationships. Also known as explanatory research since investigation into cause andeffect.Developing the research plan: determining exact information needed.Secondary data: information that already exists somewhere, collected for otherpurposePrimary data: Information collected for the specific purpose at hand.Gathering secondary data:oInternal databaseoOutside suppliersoCommercial online databaseoGeneral database service (EX: dialog, ProQuest)oInternet search enginesAdvantages:oObtained faster than primary dataoLower cost than primaryoProvide data individual company cannot collect on its ownDisadvantages:oNot reliableoData might not be relevant, accurate, current and impartial.Primary data collection:oObservation: mailoSurvey’s: telephoneoExperiments: personal onlineEthnographic research: form of observational research that involves sending trainedobservers to watch and interact with customers.Netnography research: observe consumers on the internet, as they interact and moveonlineSurvey research: gathers descriptive information by asking people question, abouttheir knowledge, attitudes, behaviours, preferences and buying behaviour.Downloaded by Hadi Wehbi ([email protected])lOMoARcPSD|7033852
Kerysh NgMark 201oThe most commonly used researchExperimental research: gathering primary data by selecting matched group ofsubjects giving those different treatments, controlling related factors and checkingfor differences in group response.Focus group interview: 6-10 group of peoples gather to talk about product, service….Online marketing research: collecting primary data online through surveys, groups’behaviour.oCheapestBehavioural targeting: using online consumer tracking data to target advertisementsand offers to specific consumers2 main instrument of collecting primary dataoQuestionnaires: most common, flexible (phone, email, online)oMechanical instruments. (measuring brain activity to learn how consumerfeels and responds)Implementing research plan: collecting, processing, and analyzing informationoResearches must process and analyzed collected data to isolate importantinformation and insight. They need to check data accuracy and completeness,and code it for analysis.

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Term
Fall
Professor
ERRUNZA
Tags
Marketing, Kerysh Ng, Hadi Wehbi

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