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MARK2052 Whole Course Notes
MARK2052 - Marketing Research
35 Pages • Complete Study Notes • Year: Pre-2021
Marketing research can be defined as: ....the systematic and objective identification, collection, analysis, and dissemination of information for the purpose of assisting management in decision- making related to the identification and solution of problems and opportunities in marketing. ...it is a function that links the organisation to its market through the generation of information that allows for identification and definition of market-driven opportunities. Literature Review 1. The purpose is to offer an overview of significant literature published on a topic. 2. Similar to primary research, development of the literature review requires four stages: • Problem formulation—which topic or field is being examined and what are its component issues? • Literature search—finding materials relevant to the subject being explored • Data evaluation—determining which literature makes a significant contribution to the understanding of the topic • Analysis and interpretation—discussing the findings and conclusions of pertinent literature
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