ADM 2320 Chapter Notes - Chapter 7: Caffeine, Headache

• School: University of Ottawa
• Department: Administration
• Course: ADM 2320
• Professor: Ajax Persaud

Document Summary

Market research is a prerequisite to successful decision making. Techniques and principles to systemaically collect, record, analyze, interpret data to aid decision makers in markeing. Process: deine research problem, design research plan, collect data, analyze data, present acion plan. Panel: collecing info from a group of consumers (the panel), records of purchases + response to survey quesions. Projecive technique: subjects provided scenario, asked to express feelings/thoughts (more sensiive topics use scenarios, roleplaying, what would your friends say . Reliability: extent to which results can be duplicated in another study. Validity: extent which study measures what is should measure. Can be descripive in nature (survey) or experimental (taste test) Convert data into acionable and meaningful informaion then knowledge for informed decision makers in markeing. In this format: execuive summary, body of report, conc, appendices. Short and interesing, relevant, conclusion supported by the research.