M300 1st Edition Lecture 6 Outline of Current Lecture I Examples of Types of Data II Insights from Marketing Research III Qualitative vs Quantitative Example Current Lecture I Examples of Types of Data a Quantitative Primary i Concept Test ii Product Test iii Brand Test iv Program Test b Qualitative Primary i Deep not rep insight on 1 Concept brand product program etc c Quantitative Secondary i WRDS Govt Reports Census Scanner Data Industry Data etc d Qualitative Secondary i Channel Member etc II Insights from Marketing Research a Use the insights from marketing research to i Adjust the 4P s ii Find new customers iii Enter new markets iv Collect more data if necessary III Qualitative vs Quantitative Example a Measuring Kelley School of Business student success after graduation i Qualitative 1 Focus Groups 1 on 1 Interviews a w people who have graduated how much do they think KSB has prepared them for success i What is success to them ii How happy are they in their career b With people who hire KSB graduates i Why did you hire them ii What made them seem prepared These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute ii Quantitative 1 Survey Polls a With KSB graduates i Promotion salary increase over the 5 years after graduation ii How long it took to get a job iii Is there job in a related field to their major
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