MCS 1000 Chapter Notes - Chapter 11: Nonprobability Sampling, Data Mining, Big Data

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 1000
• Professor: Raffi Sarmazian

Document Summary

Unit 11 chapter 08 and chapter 19. The marketing research process: conducted based on scientific method: defining the problem, problem in marketing means something to explore not something that has gone wrong, determining the research design, collecting and analyzing data, conclusions. Experiments involves the manipulation of an independent variable to measure the effect. Ethnographic research: trained researchers discover subtle emotion in natural environments. Sampling: gathering data from a subset of a larger population. Non-probability sampling: through an experience researcher based on arbitrary judgment. Big data and data: issue is how to transform large amounts of data into useful information. Data mining: the extraction of hidden predictive information from large data bases to find links between consumer purchasing patterns and marketing decisions. Sales response function: the expense from effort related to result. Share points: percentage points of market chare as the common basis of comparison to allocate marketing resources effectively.