Management and Organizational Studies 1021A/B Study Guide - Midterm Guide: Miracle Whip, Nonprobability Sampling, Market Segmentation

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 1021A/B
• Professor: Maria Ferraro

Document Summary

Market research: the process of planning, collecting, and analyzing information in order to recommend actions to improve marketing activities: identify consumer needs, determine purchase intent, evaluate new ideas, assess future opportunities. Types of research methods: exploratory research. Preliminary research conducted to clarify the scope and nature of a marketing problem. Often the first step of research: e. g. , dupont and women"s panty hose, descriptive research. Research designed to describe basic characteristics of a given population or to clarify its usage and attitudes. More in-depth than exploratory research: e. g. , purchases of diapers and beer are at a high between 5pm and 7pm, causal research. Research designed to identify cause-and-effect relationships among variables: e. g. , diamond shreddies campaign. Regardless of how research is conducted and which methods are used, researchers must be careful not to misrepresent their research findings. Validity: assesses whether the research measures what it intended to measure: e. g. , replacing old coke with new coke .