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BGSU - MKT 3000 - MKT 3000, Ch. 9 - Class Notes

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BGSU - MKT 3000 - MKT 3000, Ch. 9 - Class Notes

School: Bowling Green State University
Department: Marketing
Course: Marketing/Non Business
Professor: Fei Weisstein
Term: Fall 2015
Tags: Marketing, business, chapternotes, and Week 7
Name: MKT 3000, Ch. 9
Description: These notes cover all of chapter 9 in MKT 3000
Uploaded: 10/04/2017
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background image MKT 3000 Chapter 9 Definitions:
Marketing Research­ Process of planning, collecting, and analyzing data that is relevant to a 
marketing decision.
­ The function linking the customers to the marketer via information Management Decision Problem (MDP)­ an action­oriented statement. Sample­ A subset from a bigger population. Sampling­ Process of gathering information from a sample. Competitive Intelligence­ Intelligence system that helps managers assess their competition and 
vendors so they can become more efficient and effective as competitors.
Functional Roles of Marketing Research: 1. Descriptive­ Gathering and presenting the facts
2. Diagnostic­ Explaining the data or actions
3. Predictive­ Use descriptive and diagnostic to answer “what if” questions Marketing Research Process: 1. Identify and formulate problem ● Recognize the problem or opportunity ● Form a management decision problem (MDP) ● State research objectives→ Identify MR Problem → State MR Objective *Between recognizing the problem and formulating an MDP, ensure focus is on both the 
problems, not only the symptoms. 
     → Secondary data: Info already gathered, might be relevant to the 
problem
­ Can come from internal sources (previously gathered) or external sources (government  agencies, trade/industry assoc., business/news media, etc)                                                             VS
     → Primary Data: Collected to solve a specific problems and to investigate 
specific
          Opportunities
       2.   Plan the Research Design ● Specifies the plan that is to be followed to answer the Marketing Research Objectives  
background image ● Primary Data Advantages and Disadvantages             → Answers a specific research question
            → Data are current
            → The source of the data is known
            → Secrecy can be maintained
            → Can be costly
            → Can be time-consuming
Exploratory Design Type: unstructured and informal...goal is to understand general nature of a 
problem...provides direction for further research
Primary Data: Survey Research ­ Way of collecting info from people using a questionnaire.                   → Most popular way to gather primary data
                  → Popular due to need to know why, how and who.
Advantages on Surveys: ­ Provides standardization
­ Easy to administer
­ Easy to analyze
­ Ability to reveal subgroup differences
Disadvantages on Surveys: ­ Difficulty in motivating respondents ­ Difficult to get to underlying motivations *Survey Types include face­to­face, mail, phone, or online Primary Data: Observation Research ­ The process of recording behavioral patterns of people, objects, and occurrences without  questioning them ● Conditions for observation include:                  → Observable or inferable from behavior that is observable
                 → Repetitive, frequent, or predictable
                 → Of relatively short duration
What can be observed?
­ Physical action
­ Verbal behavior
­ Expressive behavior
­ Spatial relations and locations
­ Temporal patterns

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School: Bowling Green State University
Department: Marketing
Course: Marketing/Non Business
Professor: Fei Weisstein
Term: Fall 2015
Tags: Marketing, business, chapternotes, and Week 7
Name: MKT 3000, Ch. 9
Description: These notes cover all of chapter 9 in MKT 3000
Uploaded: 10/04/2017
6 Pages 23 Views 18 Unlocks
  • Better Grades Guarantee
  • 24/7 Homework help
  • Notes, Study Guides, Flashcards + More!
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