MCS 3620 Chapter Notes - Chapter 12: Forced Exposure, Web Banner, Sampling Frame

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 3620
• Professor: Bharat Sud

Document Summary

Research provides an organization with data but that doesn"t guarantee proper decisions & actions by the firm will be taken b/c data is open to interpretation. Marketing research is kind of a form of insurance b/c it ensures the action a company might take is the right one. For a big, costly decisions a manager would want to have good info available to make sure the right decision is made. The cope of marketing research seems endless and is useful for gaining consumer insights, tracking brand awareness, creating effecting messages, etc. Market research requires a significant investment by a marketing organization. Managers collect information by combining their intuition and judgements with other info sources available. Use the scientific method which implies the data is valid and reliable. Validity: a research procedure measures what it"s supposed to. Reliability: degree of similarity of results achieved if another research study were done in similar circumstances.