Management and Organizational Studies 1021A/B Lecture Notes - Lecture 8: Shreddies, Nonprobability Sampling, Market Segmentation

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

Document Summary

Know this = market research and market information system page 95. Don"t need to know list of research companies + what stats canada does on pages 108- What segments for at home hamburger eaters on page 113. Don"t need to know about the future of market research on page 117. Don"t need to know about segment analytics on pages 155-157. 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. More research needs to be done later-on: descriptive research, research designed to describe basic characteristics of a given population or to clarify its usage and attitudes, refining our understanding of the problem, looking at people"s attitudes, characteristics. But also only want to study those who live close to london. Market segmentation the aggregation of prospective buyers into groups that have common needs and respond similarly to marketing programs.