BU288 Chapter Notes - Chapter 7: Organizational Culture, Personal Information Protection And Electronic Documents Act, Uptodate
Document Summary
Marketing research: a set of techniques and principles for systematically collecting, recording, analyzing and interpreting data that can aid decision makers involved in marketing goods, services or ideas. Canada"s market research industry is valued at just under a half-billion dollars. Why do marketers find this research valuable: helps reduce uncertainty. Will it provide insights and reduce uncertainty: is management supportive, should the project be small or large, important to plan in advance! If interviewing, need to plan questions and anticipate answers; produce meaningful analyses. Step 1 define the research problem and objectives. Once the problem is defined, need to specify objectives or questions to be answered. Poor design arises from three major sources: basing research on irrelevant research questions, focusing on research questions that marketing research cannot answer, or addressing research questions to which the answers are already known. Research objectives are driven by business issues that companies want to examine and can use a wide variety of testing methods.
