information needs, develop the needed information, and help managers to use the information to gain actionable customer and market insights. Marketing Information and Customer Insights Companies use such customer insights to develop competitive advantage. To gain good customer insights, marketers must effectively manage marketing information from a wide range of sources. The real value of marketing research and marketing information lies in how it is used—in the customer insights that it provides
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OHT1.1 |SGA592 |Marketing Research | |National Code/Competency | |BSBMKG301A |Research the market | |BSBMKG302A |Identify marketing opportunities |
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this chapter should enable you to: • understand the meaning and purpose of data collection; • distinguish between primary and secondary sources; • know the mode of collection of data; • distinguish between Census and Sample Surveys; • be familiar with the techniques of sampling; • know about some important sources of secondary data. 1. I N T R O D U C T I O N h T lis R b E u C p N re © e b o t t chapter, you will study the sources of data and the mode of data collection. The purpose of collection
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information usually leads to better decisions. Ways to Get Information There are six common ways to get information. These are: literature searches, talking with people, focus groups, personal interviews, telephone surveys, and mail surveys.
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constraints on the process of doing research does each approach highlight? How are the two approaches alike and different in other ways? What are the likely pitfalls of viewing the research process from only one of these two viewpoints? Define (and discuss important features or issues concerning) the following constructs of Philosophy and Logic of Science. (Define any four terms). 1. Null hypothesis 3. Paradigm 4. Independent variable 5. Operational definition 6. Nomological network 8. The fallacy
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MARKET RESEARCH 1. Discuss the importance of attitude measurement, and describe tow different approaches to measuring people's attitudes toward a given object. There is a growing need among today's marketers to better understand their customer's attitudes and feelings toward the company's products, services, and delivery systems. Some researchers view "attitude" as a derived composite outcome of the interaction between a person's beliefs (i.e., cognitive thoughts) and expressed emotions (i
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UNIVERSITY OF NAIROBI COLLEGE OF EDUCATION AND EXTERNAL STUDIES SCHOOL OF CONTINUING AND DISTANCE EDUCATION DEPARTMENT OF EXTRA-MURAL STUDIES. In collaboration with CENTRE FOR OPEN AND DISTANCE LEARNING MASTER IN PROJECT PLANNING AND MANAGEMENT COURSE: LDP 603: RESEARCH METHODS Authored by: Dr. Christopher Mwangi Gakuu Senior Lecturer, Department of ExtraMural studies, University of Nairobi & Dr. Harriet Jepchumba Kidombo Senior Lecturer, Department of Educational Studies
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and timely information supports business decision making. The student should be able to discuss and explain the basic kinds of research design (exploratory, descriptive, causal / longitudinal, cross-sectional) and their major sources of error; explain database marketing and how it makes use of secondary data; identify the advantages and disadvantages of the major types of qualitative research; discuss how survey and observational methods can be used and their major sources of error; define and differentiate
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Effective Learning Service Introduction to Research and Research Methods University of Bradford, School of Management Introduction to Research AN INTRODUCTION TO RESEARCH & RESEARCH METHODS This workbook is a short introduction to research and research methods and will outline some, but not all, key areas of research and research methods: Definitions Research approaches Stages of the research process Background reading & information gathering Data collection Ethical issues
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Danvers, MA 01923, (978) 750-8400, fax (978) 750-4470. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 605 Third Avenue, New York, NY 10158-0012, (212) 850-6011, fax (212) 850-6008, E-Mail: PERMREQ@WILEY.COM. To order books please call 1(800)-225-5945. ISBN 0-471-20366-1 ISBN 0-471-38448-8 (WIE) Printed in the United States of America 10 9 8 7 6 5 4 3 2 1 To Sudha Pennathur & Edward Messerly With Love ABOUT THE AUTHOR Uma Sekaran
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