Unit 1 Assignment
MT-355 Unit 1
Unit 1 Assignment
Today, marketing research managers must fully take into account the marketing research process and marketing ethics while conducting their research. According to Brown (2014), the marketing research process is the process of gathering and interpreting data for use in developing, implementing, and monitoring the firm’s marketing plans; whereas marketing ethics are the principles, values, and standards of conduct followed by marketers. To stress the importance of both the marketing research process and ethics, I will apply the principles of each one to a different scenario.
The marketing research process is sequence of activities…show more content… Seeming FlyRight collected primary data, the questionnaires need to be edited or scanned to ensure that they were completed, consistent, and that the instructions were followed accordingly (Brown, 2014). After being edited, every questionnaire must be coded, which involves assigning numbers to each of the answers so that they can be analyzed by a computer. Once both of those steps are completed, the data can then be analyzed. According to Brown (2014), most analysis is quite straightforward involving frequency counts (usually, how many people answered a question a particular way, often reported as a percentage) or simple descriptive statistics. Finally, after all the questionnaires have been analyzed; FlyRight’s marketing research mangers can then prepare written research reports.
The finally step of the marketing research process is information reporting. Information reporting consists of written research reports from marketing mangers that will be submitted to management that summarizes the research results and draws conclusions (Brown, 2014). Research reports need to be very clear and accurate as higher level managers will judge the research conducted as well as utilizing it to aide them in making their final decision. Also, the reports need to be clear and accurate because the project will be no more successful than the research report itself. Finally, the written research