MGT 103 Lecture Notes - Lecture 6: Instant Coffee, Maxwell House, Dependent And Independent Variables

• School: UCSD
• Department: Rady School of Management
• Course: MGT 103
• Professor: Kristine Ehrich

Document Summary

Should be conducted in an ethical manner: basic research, research to understand consumer behavior or marketing in general, academic research. Information disclosures on consumer decision making: advertising repetition on consumer memory, pricing changes on sales, applied research, research directed at a specific problem at a specific organization, corporate research, designing ad campaigns, designing products. Segmenting consumers: define the research problem, specify the research objectives, place the problem in an environmental context. Identity the consumer population of interest: determine the research design, determine whether secondary data are available, determine whether primary data are required. Causal research: choose the method to collect primary data, determine which survey methods are most appropriate, mail questionnaires. Online questionnaires: determine which observational methods are most appropriate. Unobtrusive measures: mechanical observation, design the sample. Choose between probability sampling & nonprobability sampling: collect the data. Mgt103: product marketing & management | fall 2017 professor ehrich | soon-won han.