Most project analysis begins with some form of descriptive analysis to reduce raw
data into summary formats
Hypothesis: An unproven proposition or supposition that tentatively explains certain
facts or phenomena; a proposition that is empirical
Ch 5 Secondary Data & Packaged Information: external: collected for a specific problem
internal: collected within firm for database mktg (Amazon account info) data mining:
finding meaning for seemingly unrelated data (diaper & beer sales hike on Thursday
Marketing: meeting needs profitably; connecting offers of value to consumers
Marketing concept: a philosophy leads to action
Ex.) Toms one for one; every shoe purchased gives another to someone in need
Marketing strategy: segment selection; mix of 4
MGT 301 05
Country Topic 3
Tracking Foreign Direct Investment
Reporting Country-Based FDI
What to Report
Who is investing? Countries, Corporations, Speculators*
What are they Investing In?
Is the Country Benefiting?
Is the Population Ben
Farmers Market vs. Grocery Stores
We are interested in learning about consumers consumption and
purchase of local foods. The following questions should take you
approximately 15-20 minutes to answer.
1. Have you ever purchased local foods?
Quantitative: purpose specific, structured, response predetermined, orderly, large
number of respondents are involved Qualitative research: quantified after translation,
non-standardized form, observation and statements, rich insight to consumer
Table 1 - Descriptive Statistics Table:
From this chart, one would be able to conclude that, the PKGRetailsites arent doing as well
as the PCRetail from the mean of the data set. By assuming that PKGRetailsites are
websites and PCRetail is t
Chapter 1 Notes
Marketing research: The systematic and objective process of generating information to aid in
making marketing decisions
The market research process includes:
Designing the method for collecting info
Managing and implementing the collecti
Chapter 13 Notes
What is to be measured?
Concepts: A generalized idea about class of objects, attributes, occurrences or
Concrete concepts: age, sex, number of children
Less concrete concepts: brand loyalty, personality, channel power
Chapter 3 Notes
Decision making: the process used to resolve a problem or to choose from alternative
Three options for decision making choices (continuum Page 49)
(Middle) Uncertainty: The general nature of desired objectives is there, but
Descriptive Analysis: the transformation of raw data into a form that will make
them easy to understand and interpret rearranging, ordering, and
manipulating data to generate descriptive information
Tabulation: the orderly arrangement of data i
Questions for Assignment 1:
Please read carefully.
Go to the folder Assignment 1 under course document. Download the data E-retail-data.sav.
the variables are described in another document in the same folder: Lab-Handout-2012.doc. It is
also a good idea t
1. The degree of uncertainty of the marketing manager influences the type of research
that will be conducted.
2. As soon as a problem has been discovered, it has been defined.
3. There is a standard procedur
BASIC DATA ANALYSIS: DESCRIPTIVE STATISTICS
Descriptive analysis is the transformation of raw data into a form that will make them easy to
understand and interpret; rearranging, ordering, and manipulating data to generate
Ch 12: data analysis: computing a small # of stats that characterize aspects of the data, 5
types 1.) descriptive: describe sample dataset (mean, median, range, standard deviation) 2.)
inferential: generalize results of sample to target pop (standard erro