ADM 2320 Lecture Notes - Lecture 9: Impulse Purchase

• School: University of Ottawa
• Department: Administration
• Course: ADM 2320
• Professor: David Delcorde

Document Summary

Marketing research: consists of a s set of technique and principles for systematically collecting, recoding, analyzing, and interpreting data that can aid decision makers involved in marketing goods, services or ideas. Step 1: de ning the objectives and research needs. > type of data and type of research - primary data and secondary data. Primary is new info and not available to everyone, take longer and more costly. Second is all published old work - cheaper and less work. Secondary: sale invoices, journals, books, internet info, etc. Primary: focus groups, surveys, experiments, in-depth interviews, etc. Collecting primary data: research study must be: reliability and validity. Reliability is the extent you will get the same result if the study is repeated under identical situations. Validity is the extent to which the study actually measures what it is supposed to measure. Structured (directed and guided and looking for speci c answers - restricted)