Management and Organizational Studies 3322F/G Chapter Notes - Chapter 12: Brand Awareness, Seed, Ebates

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

Document Summary

The role and scope of marketing research: 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, monitor performance, provides an organization with data, helps to reduce or eliminate the uncertainty and risk associated with making business decisions, form of insurance, ensures that the action a company might take is the right action, difficult to isolate one communication tool, marketing decision makers combine their intuition and judgment with all other information sources available, the scientific method is used to collect data meaning the info is reliable and valid, reliability degree of similarity of results achieved if another study was undertaken under similar circumstances (similar results if you redo a study multiple times, validity a research procedure"s ability to measure what it is intended to measure.