MCS 1000 Chapter Notes - Chapter 8: Marketing Mix, Customer Relationship Management, Longitudinal Study

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 1000
• Professor: Sergio Meza

Document Summary

Chapter 8: marketing research - from information to action. Marketing research: the process of de ning a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions to improve an organization"s marketing activities: reduces risk an uncertainty to increase likelihood of success of marketing decisions. Exploratory research: preliminary research conducted to clarify the scope and nature of the marketing problem: better understanding of dimensions of the problem, conducted with expectation that more research will follow. Casually research: research designed to identify cause-and-effect relationships among variables: rst research done, typically an expectation about a relationship already, advertising on sale, price and perceived quality, new packaging on product sales etc. Primary data: facts and gures that are newly collected for a project. Depth interviews: detailed, individual interviews with people relevant to a research project: often recorded, can take a few hours.