MGMA01H3 Lecture Notes - Lecture 10: Sample Size Determination, Psychographic, Cluster Sampling
8 Mar 2016
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Better rate of return on core business. Common interest to make the sale and grow. Share information (increase size of the pie) Stake in your firm and switching costs. Coca-cola and bottlers wanting to bottle dr. pepper. Some ford dealers complaining about other dealers being too aggressive in their pricing. Decisions involve risk and uncertainty when information is imperfect. Information eliminates (or at least reduces) risk and uncertainty. Purpose of marketing research: to collect useful information. It takes out some of the guess work involved in making marketing decision. It can supplement (not replace) good sense. Stage 2: develop plan and research design. How people react to a newspaper"s topic selection and space allocation. Choice of research design depends upon research objectives. Primary: data gathered for the specific problem at hand. Secondary: data that have been previously gathered for some purpose. Relatively inexpensive and fast, but inaccurate and ill-fitting the problem.
