MCS 1000 Chapter Notes - Chapter 8: Data Mining, Nonprobability Sampling

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 1000
• Professor: Arsenio( Archie) Bonifacio

Document Summary

Marketing research: the process of defining a marketing problem and opportunity, systematically collecting, and analyzing information, and recommending actions to improve an organization"s marketing activities. Exploratory research: is preliminary research conducted to clarify the scope and nature of the marketing problem. Descriptive research: is research designed to describe the basic characteristics of a given population or to profile particular marketing situations. Causal research: is research designed to identify cause-and-effect relationships among variables. Scientific method: a process of systematically collecting, organizing, and analyzing data in an unbiased, objective manner. Reliability: refers to the ability to replicate research results under identical environmental conditions. Validity: involves the notion of whether the research measured what was intended to be measured. All marketing research consists of four basic stages: defining the problem, determining the research design, collecting and analyzing data, drawing conclusions and preparing a report. Problem: means something to explore or an opportunity to define, or a current marketing situation to monitor or evaluate.