Management and Organizational Studies 2320A/B Chapter Notes - Chapter 4: Léger Marketing, Panel Data, Cluster Sampling

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

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. Research is expensive and time-consuming so its important to establish in advance exactly what information is required to answer specific research questions, and how that information should be obtained. Step 1: define the research problem and objectives. Correctly defining the market problem is one of the most important elements. Researchers identify the data needed and determine the type of research. Step 2: design the research project necessary to collect that data. Data available for a fee from commercial research firms such as symphonyiri group, National purchase diary panel, nielsen and leger marketing: data collected to address the specific research needs/questions currently under investigation, collected by observing consumer behaviour, conducting focus groups, or surveying customers.