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Marketing Research 2 Mock Exams + Theoretical framework
Marketing and Research full study notes for first year students
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Hogeschool van Amsterdam (HvA)
International Business
Marketing research 1 (1000BR1_22)
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Research steps
establish the need prepare report
analyze data
define the problem
collect data
determine objectives
Determine
determine research sample size and
design protocol
determine figure out the design data
information types and ways to access the collection
sources data instruments
, Internal Reports System
. Establish the need • Gathers detailed information genera
firm through daily transactions. (pur
inventory levels etc.
Marketing Intelligence System
• Gathers external information about developm
business environment. Informal and formal
Questions you need to ask:
• Informal methods: reading newspapers, mag
• Formal methods: staff actively seeking inform
Do you already have the information you need?
various sources.
(Market information systems)
Do you really need the info? Marketing Decisions Support
Can you act differently after acquiring the System
information? (Might not enter market)
• It involves collecting data and utilizing tools a
techniques. Companies store bigdata in datab
accessed with decision-making tools like brea
analysis, regression models, these databases
companies to ask "what if" questions. The sys
immediate answers to these questions.
Marketing Research System
• The marketing research system collects infor
unique to a specific situation or problem faci
so they have a start and end. They are not co
, 2. Define the problem
1. Identify Symptoms: Spot signs of the issue (e.g., falling sales)
and question why it’s happening, which can reveal a problem or opportunity.
2. Verify: Confirm the problem's presence, such as by seeking feedback from dissatisfied customers.
3. Investigate the Background: Delve deeper into the situation. Explore the market, gather insights from
employees, and analyze data. Understanding the context is crucial for accurate problem definition.
Steps for Defining a Problem in Marketing Research:
2. Recognize the Problem: “Goal not met”
3. Understand the Problem's Background: Analyze the situation and gather data.
4. Identify Solutions: Find potential marketing actions like price changes or product improvements
What are the possible decisions they have? Can they act differently after acquiring the information?
4. Formulate the Problem Statement: Summarize the issue or opportunity
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