MKTG 379 Study Guide - Midterm Guide: Central Tendency, Statistical Parameter, Petsmart
Document Summary
Study guide: specifies information, designs the method for collecting information, manages the data collection process, analyzes and communicates the results. When to use/not use research when to use: time constraints, data availability, routine vs non- routine decisions, benefit versus cost. Exploratory research: focus is on the discovery of ideas and insights as opposed to. Wichita: improved customer service portland: old customer service. The research process and the various questions you would ask at each phase. Direct versus indirect research and when to use each. Qualitative research: . unstructured exploratory research methodology, to provide insight and understanding, to understand a universe, usually uses small samples, ex: walmart was coming into canada and they would be competition for shoppers drug mart. Qualitative: answer is usually in the form of a word. Quantitative: answer is usually in form of a number. Qualitative: i want to understand the criteria that people use to choose a restaurant.
