ADM 2320 Lecture Notes - Lecture 4: Competitive Intelligence, Internal Validity, Body Language
19 Jun 2019
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Document Summary
Why marketers research: to help make decisions, to gain knowledge & understanding, for political purposes, to increase comfort, to be more successful. Internal data: accounting information, sales information, backorders, customer complaints. Government sources: stats canada, federal, provincial and municipal agencies, united nations. Commercial sources: companies and trade associations collect, analyze, and report information, public opinion polls, consumption and purchase data, advertising research. Types of research: exploratory research, descriptive research, causal research. Traditional market research methods: survey research, focus groups, executive/consumer interviews, mystery shopping, competitive intelligence, statistical analysis. Sampling issues in surveys: sampling procedures: random, stratified, block and convenient, the only reason for taking a sample is to make valid inferences about some population, generalizability/external validity, internal validity interaction effect and causality. Avoid these: leading questions, two-in-one questions, ambiguous questions, non-mutually exclusive questions, non-exhaustive questions, unanswerable questions. Executive interviews: expensive; in their office; when they can fit you in, requires credibility, good for depth.
