KU Marketing 415 - Exam 1 Graded A+
Marketing Research Process - Step 1 ️Formulate the problem or question
Marketing Research Process - Step 2 ️Determine the sources of information and design a research
process
Marketing Research Process - Step 3 ️Choose the most appropriate data coll...
KU Marketing 415 - Exam 1 Graded A+
Marketing Research Process - Step 1 ✔️Formulate the problem or question
Marketing Research Process - Step 2 ✔️Determine the sources of information and design a research
process
Marketing Research Process - Step 3 ✔️Choose the most appropriate data collection method
Marketing Research Process - Step 4 ✔️Collect the data
Marketing Research Process - Step 5 ✔️Analyze and interpret the data
Types of Research Data ✔️-Primary
-Secondary
Secondary Methods ✔️-Internal
-External
Primary Methods ✔️-Experimental
-Non-Experimental
Experimental Methods ✔️-Laboratory
-Field
Non-Experimental Methods ✔️-Qualitative
-Quantitative
, Internal Sources ✔️-CRM
-Prospect Database
-Data Mining
-Distribution Network
External Sources ✔️-Government
-Industry
-Shopper Tracking
-Syndicated Services
-Social Media
-Overlay Data
Secondary Data Advantages ✔️-Speed
-Lower Cost
-Competitor Insights
-Access to difficult to procure data
Secondary Data Disadvantages ✔️-Less control over design
-Can be expensive
-Questions of accuracy
-Competitors can access
What is an Experiment? ✔️-Manipulates the independent variable to see its effect on the dependent
variable
-Eliminates confounding variables
Types of an Experiment ✔️-Web Design
-Promotional Messaging
-Coupons
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