MKT 100 Study Guide - Everett Rogers, Simple Random Sample, Brand Ambassador

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Paul Finlayson

Document Summary

Whatever specific research method used, marketing research process follows logical steps: problem definition/question to be answered (most difficult step) Informal studies to identify the problem and frame the questions to be addressed: research design, data collection, data analysis and interpretation, presentation of results. Exploratory research: undertaken when problem or research question is still fuzzy and management wants additional information before undertaking further research. Includes study of internal records, customer complaints, financial analysis trends, and discussion with distributors and suppliers. Descriptive study research: describes customers, either small numbers of customers in-depth, or large number of customers by survey research. Customer profiles used to measure customer satisfaction, study product use and segment customers. Answers who, what, here, when, and why of customer behaviour. Can be cross-sectional or longitudinal: cross-sectional research: studies cross-sectional sample of customers" responses at specific point in time, longitudinal research: repeated measurement of same customer and addresses customer responses over a period of time www. notesolution. com.