ADM 3321 Lecture Notes - Lecture 2: Shoplifting, Femininity, Masculinity

• School: University of Ottawa
• Department: Administration
• Course: ADM 3321
• Professor: Michael Mulvey

Document Summary

> in north america a retail theft takes place every 5 seconds. > shrinkage is the industry term for shoplifting and employee theft. > fraudulent abuse of exchange policies in retail: wear the item once then return it, change price tags on the items. The role of consumer research: primary research primary research= when the data is collected by the researcher specifically for the research question at hand, secondary research. > when the marketer finds the information needed by going to a pre-existing source of information collected for another purpose. > secondary research= the researcher uses pre-existing data to answer a new research question. > can be free or very inexpensive to obtain: external sources: > census data, trade journals, books, articles, reports. > can also be purchased from specialized research firms. > downside: may not be specific or timely enough to solve the research needs: internal sources: > invoices, customer lists, other reports created by the firm.