Week 2: determining the marketing scope

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MAJOR STEPS

translate into a marketing research questions

what will the research do?

mistakes are now global

1. define the decision problem ie. why is x happening? purpose, situation, symptom, analysis unit, relevant variables

2. specify the research question (smart)

3. research purpose and objectives

4. evaluate if benefit is worth it

PRIMARY v SECONDARY data

abs/selt = secondary

asking questions in person =Primary

axium and factiva both give data

things to ask: will the data help? Is it relevant? was there any prior manipulation?

LIT REVIEW:

a critical examination of a topic so far.

-library databases

-proquest

qual

GOCART

goals, objective, characteristics, activities, reliability, tabulation.