Chapter 8 Decision Support Systems and Marketing Research
Roles of Marketing Research
The Marketing Research Process
Sources of Secondary Data
Advantages of Secondary Data
Disadvantages of Secondary Data
The New Age of Secondary Information
Planning the Research Design
Advantages of Primary Data
Disadvantages of Primary Data
Forms of Survey Research
Advantages of On-Line Focus Groups
Questionnaire Design
Observation Research
Sampling Procedure
Types of Samples
PPT Slide
1. Maximize Rewards
2. Minimize Costs
3. Establish Trust
Advantages of internet Surveys
Internet Samples
Other Uses of the Internet
Advantages of Competitive Intelligence
Sources of Competitive Intelligence
Email: jharvey@som.gmu.edu
Home Page: http://mason.gmu.edu/~jharvey
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