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Module 4

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Ryerson University
MKT 100
Paul Finlayson

Module 4 Notes Understanding Customer Behavior Private Information information which you dont want other to know about, such as insights about the company history, secret recipes or how about its the invention of a product Customer research is used so that companies can find if their customers are satisfied or dissatisfied Market Research Process 1. Define the Problem 2. Research design 3. Data collection and analysis and interpretation 4. Present the Results Types of Research 1. Exploratory Research is when research is conducted before continuing to undertake further research (a problemresearch question is found and research is needed to solve it) 2. Descriptive Survey Research - used to describe customers, either small numbers of customers in-depth or large numbers of customers by survey research Answers who, what, here, when, and why 3. Cross sectional research studies a cross-sectional samples of customer responses a specific point of time 4. Longitudinal Research - involves repetitive measurement of the same customers for a long period of time, where the customer response is taken in 5. Cause and Effect Research used to explore the question Does X cause Y?
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