MKT 100 Lecture Notes - Lecture 5: Tim Hortons, Canadian Tire, Labatt Brewing Company

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Caitlin Mc Laughlin

Document Summary

Agenda: marketing research, consumer behaviour, cases/situations, metrics. What should we do: market research, better understanding of consumer wants, needs, desires, _____________ and behaviour, may lead to another study to refine understanding, guides future _____________________________________ Did we do the right thing: descriptive research, what went wrong, what went right in meeting consumer wants, needs and desires, _____________________ check, guides tweaks of future decision-making. Longitudinal vs. cross-sectional it talks about time period, for example data collected over a year, month, half a year etc. Qualitative data- often times when you have a small number of people where you get a lot of information. For example, interviews, focus groups, observation where you watch someone interact with your product. Quantitative- technical information, filling out a survey, and coming up with statistics as a result. Statistics canada, public use data sets, canadian community health survey, 2005.