ADMS 2200 Lecture Notes - Lecture 5: Simple Random Sample, Sales Operations, Decision Support System

• School: York University
• Department: Administrative Studies
• Course: ADMS 2200
• Professor: Andreas Strebinger

Document Summary

Chapter 8: marketing research, decision support systems and sales forecasting. In 1879, the first organized marketing research project was undertaken; in the early part of the. 20th century, the first commercial research department was established. Research methods became more sophisticated in the 1930s due to the development of statistical techniques. Advances in computer technology have led to significant changes, including the addition of simulations that allow marketers to pose what if questions. The size and organizational form of the marketing research function are usually tied to the firm"s structure. Firms organize research units by product lines, brands, geographic areas, or the type of research needed. Ex: sales analysis, new-product development, ad evaluation or sales forecasting. Many organizations depend on independent marketing research firms due to several factors: Cost is often the reason for using an external firm. Information collected is often more thorough and accurate than that collected by less experienced in-house staff.