M300 1st Edition Lecture 6 Outline of Current Lecture I. Examples of Types of DataII. Insights from Marketing ResearchIII. Qualitative vs. Quantitative ExampleCurrent Lecture I. Examples of Types of Dataa. Quantitative-Primaryi. Concept Testii. Product Testiii. Brand Testiv. Program Testb. Qualitative-Primaryi. Deep, not rep, insight on: 1. Concept, brand, product, program, etc.c. Quantitative-Secondaryi. WRDS, Govt. Reports: Census, Scanner Data, Industry Data, etc.d. Qualitative-Secondaryi. Channel Member, etc. II. Insights from Marketing Researcha. Use the insights from marketing research to:i. Adjust the 4P’sii. Find new customersiii. Enter new marketsiv. Collect more data (if necessary)III. Qualitative vs. Quantitative Examplea. Measuring Kelley School of Business student success after graduation:i. Qualitative1. Focus Groups/ 1 on 1 Interviewsa. 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 graduatesi. 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. Quantitative1. Survey/Pollsa. With KSB graduatesi. Promotion/salary increase over the 5 years after graduationii. How long it took to get a job?iii. Is there job in a related field to their
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