Management and Organizational Studies 2320A/B Chapter Notes - Chapter 7: Projective Test, Personal Information Protection And Electronic Documents Act, Fax

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 2320A/B
• Professor: John White

Document Summary

Marketing research : a set of techniques and principles for systematically collecting, recording, analyzing, and interpreting data that can aid decision makers involved in marketing goods, services, or ideas. It provides valuable information that will help them make segmentation, positioning, product, place, price and promotion decisions. Marketing research can be very expensive; if the results won"t be useful or management doesn"t abide by the findings = waste of money. Before embarking on a research project, it is important to plan the entire project in advance, it avoids unnecessary alterations to the research plan. Step 1 : define the research problem and objectives: establish what problem needs to be solved correctly. Some claim it is the most difficult task; If you define the problem incorrectly, you will have wrong solution. If you define the problem correctly, but the process is wrong, you will have useless or misleading results: specify the research objectives or questions to be answered.