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Ch 9 Marketing

ch 9 marketing

Marketing Research collecting, recording, interpreting, analyzing
#1 Defining the objectives and research needs #
#2 designing the research#
Probability Sample everyone has an equal chance or being selected
Non-probability Sample not everyone has an equal chance of being chosen
#3 Data collection process #
Secondary Data info that was collected prior to project
Primary Data data collected for the first time: interviews, focus groups, and surveys
Syndicated Data secondary data that is purchased from research firms
Scanner Data taken from UPC codes
Panel Data info collected from a group of consumers overtime
Internal Data taken from customer info and stored in data warehouses
Data Mining using stats tools to uncover unknown patterns and relationships
observational Research video camera/ examining behaviors
social media easy way to learn about customers likes and dislikes
in-depth interviews trained researchers listen and record answers. Used to create surveys
focus group interviews 8-12 people come together to discuss
Unstructured Questionnaire open ended questions
structured questionnaire close ended questions
Experimental Research manipulates variable to see whats causing another variable
Conclusive research provides info needed to confirm insights. Surveys, scanner, experiments, and panel data. Quantitative
Exploratory Research qualitative. observations, social media sites, interviews, projective techniques, focus groups
#4 analyzing data and developing insight #
#5 action plan and implementation #
#6 Follow up #
Created by: Sarah Pelkey Sarah Pelkey on 2011-09-20

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