Management and Organizational Studies 1023A/B Lecture Notes - Lecture 10: Neuromarketing
2 Oct 2018
School
Department
Professor
MOS1021 Week 10 (March 28th, 2018)
Market Research:
• The process of planning, collecting and analyzing information in order to
recommend actions to improve marketing activities
Exploratory research:
• Preliminary research conducted to clarify the scope and nature of a
marketing problem
• Exploratory research is done with the intent to fix a problem
Descriptive research:
• Research designed to describe basic characteristics of a given population or
to clarify its usage and attitudes
Causal Research:
• Research designed to identify cause and effect relationships among variables
6 Step market research approach:
1. Define the problem, issue or opportunity
2. Design the research plan
3. Conduct exploratory and qualitative research
4. Collect quantitative primary research
5. Compile, analyze and interpret data
6. Generate reports and recommendations
Neuro-marketing:
• The measuring of brain activity and functions in response to marketing and
advertising programs
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MOS 1023A/B Full Course Notes
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Document Summary
Market research: the process of planning, collecting and analyzing information in order to recommend actions to improve marketing activities. Exploratory research: preliminary research conducted to clarify the scope and nature of a marketing problem, exploratory research is done with the intent to fix a problem. Descriptive research: research designed to describe basic characteristics of a given population or to clarify its usage and attitudes. Causal research: research designed to identify cause and effect relationships among variables. 6 step market research approach: define the problem, issue or opportunity, design the research plan, conduct exploratory and qualitative research, collect quantitative primary research, compile, analyze and interpret data, generate reports and recommendations.
