Management and Organizational Studies 2320A/B Study Guide - Quiz Guide: Online Advertising, Intranet, Extranet

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

Document Summary

Marketing research: helps to know what you are looking for, the objectives listed above help guide you thought the entire process, defining the problem and the research objectives, often the hardest step in the research process, ex. Business databases: secondary data can usually be obtained more quickly and cheaper, primary data: consists of information gathered for the special research plan, observational research approach: Gathering primary data by observing relevant people actions and situations: ethnographic research: Involves sending trained observers to watch and interact with consumers in their natural environment: survey research: Gathering primary data by asking their knowledge, attitudes, preferences, and buying behavior. People can be unable or unwilling to answer. Privacy concerns: experimental research: is the best for gathering casual information cause-and-effect relationships. Research instruments: questionnaires, most common, administered online, in person or on the phone, flexible, research must be carefully with wording and ordering of questions, closed-end questions include all possible answers, and subjects makes choices among them.