MR – Week 11 Overview

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…

This week we are using the Steps to Prepare a Questionnaire for our restaurant research project. There are two videos this week. The first reviews Week 7 activities and assignments. The second video in this post will discuss the Steps to Prepare a Questionnaire. Specify what information will be sought Determine method of administration Determine…

What are the different types of research? Secondary research is information and data collected or available from another source. Primary research is data that you design and collect first hand. Types of Research Design Exploratory Literature Search Depth Interviews Focus Groups Case Analysis Descriptive Research Describe characteristics of groups Portion of people who behave a…