Management and Organizational Studies 1021A/B Lecture Notes - Lecture 8: Focus Group, Product Differentiation, Miracle Whip

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

Document Summary

Marketing information system (mis): a set of procedures and processes for collecting, sorting, analyzing, and summarizing information on an ongoing basis. Market research: the process of planning, collecting, and analyzing information in order to recommend actions to improve marketing activities. Descriptive research: research designed to describe basic characteristics of a given population or to clarify its usage and attitudes: researcher has a general understanding of the marketing problem and is seeking more conclusive data that answers particular questions. E. g. , purchases of diapers and beer are at a high between 5pm and 7pm. Causal research: research designed to identify cause-and-effect relationships among variables: usually an expectation about the relationship to be explained, such as predicting the influence of a price change on product demand. Regardless of how research is conducted and which methods are used, researchers must be careful not to misrepresent their research findings. Validity assesses whether the research measures what it intended to measure.