MR – Week 10 Overview and Lecture

Thanks for a great term! I look forward to reading your research reports and determining where my next business venture should appear and what it might look like!

This is the class introduction and overview of Blackboard. Please watch this video to learn about: Course materials – text and simulation Virtual Office hours/optional virtual classroom Course syllabus Course schedule Weekly folders and course tools If you have questions, you can post a comment here, in the BB Watercooler or come to my virtual…

Marketing research is the gathering of data or raw facts to organize and transform into information a person can use to make a decision or sometimes educated guess. It is the formal communication link between the organization and the external environment. Marketing research allows an organization to develop, implement and monitor its marketing plan. Who…

Secondary data is information gathered by others for other purposes. We utilize secondary data as background information and to provide data so we do not have to do lengthy and/or multiple primary research surveys. Secondary data advantages are it is time and cost effective. The disadvantages are the data we find is not always a…

Marketers measure qualities that most do not think of in terms of measurement Attributes of a product Satisfaction with a service or product Likelihood of a behavior Predicting the next behavior Rules for assigning numbers to objects to represent quantities of attributes Measure the ATTRIBUTES of an object – NOT measuring the object Definition is…