Week 1 discussion
DQ1 - A
DECISION-MAKING PERSPECTIVE ON MARKETING INTELLIGENCE
In order for companies to best understand their likelihood
for success, they must first analyze a series of data. This data can range from
the results of customer surveys to the interpretation of viewpoints obtained
during focus groups. Such information is called business intelligence. Think
about your future career goals. Why might the industry that you plan to pursue
a career in need to gather such data?
DQ2 - MARKETING
RESEARCH IN PRACTICE
Our text discusses the three categories used to develop a
marketing research firm's goals. They include programmatic, selective, and
evaluative. Discuss each briefly. How do they differ and why are they
Week 2 discussion
DQ1 - THE MARKETING
What are the steps in the Marketing Research Process?
DQ2 - RESEARCH DESIGN
What is the importance of research design when coordinating
a marketing research study?
Week 3 discussion
DQ1 - SECONDARY
SOURCES OF MARKETING DATA
Chapter 5 lists a number of ways that secondary data can be
used. What are some of those ways and why is each important?
DQ2 - STANDARDIZED
SOURCES OF MARKETING DATA
Chapter 6 notes that marketers often use bar codes as a way
to monitor inventory and gather relevant consumer data concerning product
purchases. It is also mentioned that small chips called radio frequency
identification devices(RFID) are often used in lieu of bar codes to better
track products and consumers. Do you agree that such tracking is ethical? What
additional strategies would you suggest that marketers use to track consumer
Week 4 discussion
DQ1 - MARKETING
RESEARCH ON THE INTERNET
You are the marketing manager for a car manufacturer and
need to gather data concerning some of your major competitors. List at least
two sources from the Internet that would provide you with pertinent research.
Also indicate why these would be considered the most ideal for your research.
DQ2 - INFORMATION COLLECTION:
QUALITATIVE AND OBSERVATIONAL METHODS
What's the difference between qualitative and quantitative
measures? When might you use one versus the other?
Week 5 discussion
DQ1 - INFORMATION
FROM RESPONDENTS: SURVEY METHODS
Our text discusses different ways to display quantitative
data. What are some of these measures and when might it be necessary to
coordinate a quantitative study?
DQ2 - ATTITUDE
The Bureau of Labor Statistics notes pertinent information
concerning the job outlook for those wanting to pursue a career as a survey
researcher. You can read more on this website:
What information do you find interesting? Is this a career that you would
Week 6 discussion
DQ1 - SAMPLING
What's the difference between a sample and a census? When
might you use one versus the other?
DQ2 - SAMPLE SIZE AND
Statistics is very relevant to the field of marketing
research. Define two of the statistical terms found in Chapter 15 and indicate
DQ1 - HYPOTHESIS
What is hypothesis testing and why is it important?
DQ2 - NEW PRODUCT
Can you think of some products that were recently introduced
to the consumer market? What stages of research does a new product go through
before it is launched?