Management and Organizational Studies 1021A/B Chapter Notes - Chapter 8: Tim Hortons, Psychographic, Brand Loyalty

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

Document Summary

Lecture 8: market research & segmentation, targeting, and positioning notes. An introduction to market research: market research: the process of planning, collecting, and analyzing information in order to recommend actions to improve marketing activities. I. e. finding out what consumer"s want: assessing marketing practices and troubleshoot problems. Goals of market research (idea: identify consumer needs, determine purchase intent, evaluate new ideas, assess future opportunities. Marketing information system (mis): a set of procedures and processes for collecting, sorting, analyzing, and summarizing information on an ongoing basis. An mis collects information on elements including: market conditions, competitive marketing action, local scales figures, analyzes this info to provide a current market assessment. Market research classifications: exploratory research, descriptive research, casual research. Descriptive research: descriptive research: research designed to describe basic characteristics of a given population or to clarify its usage and attitudes, describing attitudes or people in general towards the product describing the problem.