MGM 301: Chapter 8 Flashcards
9 Cards in this Set
Front | Back |
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Marketing research
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activities providing information for marketing decisions
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five step approach
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1. define the problem
2. develop the research plan
3. collect the relevant information
4. development finding/ recommendations
5. evaluate results and take action
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An integrated decision support system
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way of organizing and looking at data to make it easier
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internal and external information
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internal- info is within the
company
external- info is outside the organization
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Descriptive research
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observation and survey
-external primary research
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common types of survey error
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sampling interview and questionare design
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independent variable
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what you directly manipulate in the experiment
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Causual research issues
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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
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IRI behavior scan
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trial
repeat
frequency
volume
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