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Marketing research
activities providing information for marketing decisions
five step approach
1. define the problem 2. develop the research plan 3. collect the relevant information 4. development finding/ recommendations 5. evaluate results and take action
An integrated decision support system
way of organizing and looking at data to make it easier
internal and external information
internal- info is within the company external- info is outside the organization
Descriptive research
observation and survey -external primary research
common types of survey error
sampling interview and questionare design
independent variable
what you directly manipulate in the experiment
Causual research issues
may take 2 to 3 years and because of the timing companies may lose their chance to get the product into the market while its still popular
IRI behavior scan
trial repeat frequency volume

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