ADM 2320 Chapter Notes - Chapter 4: Retail, Jargon

• School: University of Ottawa
• Department: Administration
• Course: ADM 2320
• Professor: David Delcorde

Document Summary

Marketing research: a set of techniques and principles for systematically collecting, recording, analyzing, and interpreting data that can aid decision makers involved in marketing goods, services or ideas. When marketing managers attempt to develop their strategies marketing research can provide valuable information that will help them make segmentation, positioning, product, place, price, and promotion decisions. It is also key to understanding topics such as b2b and b2c buying behavior, global marketing and cultural differences, new product development, branding, and customer service, and for assessing the effectiveness of pricing, promotions, and g/s delivery strategies. Step 1: define the research problem and objectives. If the research question is incorrectly asked, you will end up with the wrong solution even though the rest of the process is done perfectly. If the research question is correct but fail to carry out the rest of the process correctly, you may end up with results that are useless or misleading.