Management and Organizational Studies 1021A/B Lecture Notes - Lecture 8: Marketing Mix, Psychographic, Mass Marketing

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

Document Summary

The dairy farmers of canada asks is milk consumpion declining in. Canada? : descripive research: designed to describe the basic characterisics of a populaion or to understand usage or aitudes. The dairy farmers of canada asks what are canadians" aitudes towards milk consumpion? : casual research: designed to explain and understand a cause/efect relaionship among independent and dependent variables. The dairy farmers of canada asks why are canadians" drinking less milk? . The basic market research process: deine problem/issue/opportunity, design the research plan, conduct exploratory and qualitaive research (secondary data and primary data) Design the research plan (2: at this stage researcher need to answer three quesions: Research technique in which a small group of people (usually 6 to 10) meet for a few hours with a trained moderator to discuss a set of predetermined topics: in-depth interviews: Research technique where a researcher will quesion an individual at length using either a structured or unstructured interview approach: online research communiies.