ch 9 marketing
Help!
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| Marketing Research | collecting, recording, interpreting, analyzing
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| #1 | Defining the objectives and research needs #
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| #2 | designing the research#
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| Probability Sample | everyone has an equal chance or being selected
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| Non-probability Sample | not everyone has an equal chance of being chosen
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| #3 | Data collection process #
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| Secondary Data | info that was collected prior to project
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| Primary Data | data collected for the first time: interviews, focus groups, and surveys
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| Syndicated Data | secondary data that is purchased from research firms
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| Scanner Data | taken from UPC codes
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| Panel Data | info collected from a group of consumers overtime
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| Internal Data | taken from customer info and stored in data warehouses
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| Data Mining | using stats tools to uncover unknown patterns and relationships
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| observational Research | video camera/ examining behaviors
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| social media | easy way to learn about customers likes and dislikes
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| in-depth interviews | trained researchers listen and record answers. Used to create surveys
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| focus group interviews | 8-12 people come together to discuss
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| Unstructured Questionnaire | open ended questions
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| structured questionnaire | close ended questions
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| Experimental Research | manipulates variable to see whats causing another variable
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| Conclusive research | provides info needed to confirm insights. Surveys, scanner, experiments, and panel data. Quantitative
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| Exploratory Research | qualitative. observations, social media sites, interviews, projective techniques, focus groups
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| #4 | analyzing data and developing insight #
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| #5 | action plan and implementation #
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| #6 | Follow up #
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