MKTG 409 Lecture Notes - Lecture 3: Social Desirability Bias, Sampling Bias, Dependent And Independent Variables
12 Feb 2018
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Document Summary
Marketing research: systematic and objective process of generating information for aid in making marketing decisions. Once problem is solved, research is over. About making future uncertainty more certain (not absolute) About understanding how data can be manipulated (to someone"s advantage) Marketing research should be fast, accurate and inexpensive. But not all three at the same time. Most managers must decide between speed and cost. Ethnographic research - watching consumers with products. Means of measuring target market"s attitudes, feelings, preferences, or other relevant information to make marketing decisions. Manipulating an independent variable and measuring the resulting changes in a dependent variable to make causal inferences about marketing phenomena. Is compiled both inside and outside the organization. Is for some purpose other than the current investigation. Driven by data type and research methods. 5% of negative reactions serious, all in patients already. %"s and absolute numbers not being reported. Special issues in research design and data collection.
