Management and Organizational Studies 3420F/G Chapter Notes - Chapter 2: Marketing Mix, Tim Hortons, Client Confidentiality

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 3420F/G
• Professor: Bonnie Simpson

Document Summary

Chapter 2: problem definition, exploratory research, and the research process. Problem ultimate goal is to develop clear, concise, and meaningful marketing research objectives: recognize the problem or opportunity. Mr is also used to find and evaluate new opps. Have a clear idea of what you want. Phrase questions properly: understand the decision making environment with exploratory research situation analysis: the study of the decision-making environment within which the marketing research will take place. Exploratory research: preliminary research conducted to increase understanding of a concept, to clarify the exact nature of the problem to be solved, or to identify important variables to be studied. Pilot studies, experience surveys, secondary data analysis, case analysis, and focus groups. Pilot studies: surveys that use a limited number of respondents and often employ less rigorous sampling techniques than are employed in large, quantitative studies. Experience surveys analysis: discussions with knowledgeable individuals, both inside and out- side the organization, who may provide insights into the problem.