6:  Marketing Research and Information Systems

 

Reality TV or Marketing Research

 

 

 

A.  The Importance of Marketing Research

 

 

 

 

B.  The Marketing Research Process

                1.  Locating and Defining Problems or Research Issues

 

 

 

 

                2.  Designing the Research Project

                                Hypothesis

 

 

 

 

                                Types of Research

 

 

 

 

                                Research Reliability and Validity

               

 

 

                3.  Collecting Data

                                Types of Data

 

 

 

                                Sources

 

 

 

 

                                Methods of Collecting Primary Data

                                                Sampling

 

 

 

 

                                                Survey Methods

 

 

 

 

 

 

 

                                                                Questionaires

 

 

 

                                                Observation Methods

 

 

                                Experimentation

 

 

 

                4.  Interpreting Research Findings

                               

 

 

 

 

                5.  Reporting Research Findings

 

 

 

 

C.  Using Technology

                1.  MIS

 

 

 

                2.  Databases

 

 

 

                3.  MDSS

 

 

 

                4.  On-line Information Services

 

 

D.  Issues

                1.  Ethics

 

 

                2.  International Issues

 

 

Cases:    IRI

 

                Youth Trends