Management and Organizational Studies 3322F/G Chapter Notes - Chapter 12: Time Point, Direct Response Television, Web Banner

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 3322F/G
• Professor: John White

Document Summary

Carefully planned and well-timed research marketing research is the tool that provides organizations with the insight necessary to take advantage of new opportunities. Market research is used to help reduce or eliminate the uncertainty and risk associated with making business decisions. Marketing research a marketing function that links the consumer/customer/public to the marketer through information; the information is used to define marketing opportunities and problems, generate marketing strategies, evaluate marketing actions, and monitor performance. It designs the method for collecting information, manages and implements the information collection process, analyzes the results, and communicates the findings and their implications. The collection and recording of primary data: primary data data collected to resolve a problem and recorded for the first time, usually at a high cost to the sponsoring organization. Is custom designed and focuses on resolving a particular question or obtaining specified information.