MKT 100 Study Guide - Final Guide: Simple Random Sample, Convenience Sampling, Brand Loyalty

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Harley Francisco

Document Summary

Basic drivers of consumer behaviour; culture, the economy, social influence, consumer beliefs, and customer satisfaction. Such knowledge about the customer and context is an important competitive knowledge advantage: define exploratory research. Exploratory research and data collection are undertaken when the problem or research question is still fuzzy and management wants additional information before undertaking further research. It is likely to include the study of internal records, customer complaints, financial analysis trends, and discussions with distributors and suppliers. What are some examples of descriptive research methods: descriptive survey research is typically used to describe customers, either small numbers of customers" in-depth or large numbers of customers by survey research. It typically gathers descriptive profiles of customers and is used to measure customer satisfaction, study product use and segment customers. For example: how satisfied are you with the college of business? .