COMM 101 Lecture Notes - Urban Outfitters, Lululemon Athletica

• School: UBC
• Department: Commerce
• Course: COMM 101
• Professor: Jeff Kroeker

Document Summary

: provide the facts and direction that managers need to make their more important marketing decisions: marketing research vs. market research, used interchangeably but there is a difference, market research gathering of information about a market"s size and trends, marketing research general systematic process that can be applied to a variety of marketing problems. Value of information: ability and willingness to act on the information, accuracy of the information, level of indecisiveness that would exist without the information, amount of variation in the possible results, level of risk aversion, reaction of competitors to any decision improved by the information, cost of the information in terms of time and money. Identify data types and sources: define the problem, determine research design, design data collection forms and questionnaires, determine sample plan and size, collect the data, analyze and interpret the data, prepare the research project.