ADMS 2200 Study Guide - Exponential Smoothing, Ethnography, Trend Analysis

• School: York University
• Department: Administrative Studies
• Course: ADMS 2200
• Professor: Richard Patterson

Document Summary

Collecting and managing information about what customers need and want is a challenging task for any marketer. Due to new database technologies, companies that collect data are compiled for them through their loyalty programs. Marketing research, by presenting pertinent information in a useful format, aids decision makers in analyzing data and in suggesting possible actions. Marketing research is the process of collecting and using information for marketing decision making. Syndicated service is an organization that provides standardized data to all customers. Full-service research supplier is marketing research that contracts with clients to conduct complete marketing research projects. Limited-service research supplier is marketing research firm that specializes in a limited number of research activities, such as conducting field interviews or performing data processing. Exploratory research is the process of discussing a marketing problem with informed sources both within and outside the firm and examining information from secondary resources. Sales analysis is an in-depth evaluation of a firm"s sales.