ADM 2320 Chapter Notes - Chapter 4: Ekos Research Associates, Washing Machine, Forrester Research

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Document Summary

Market 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. Market research can provide valuable information that will help managers make segmentation, positioning, product, place, price, and promotion decisions/strategies. Key in understanding topics such as consumer and b2b behaviour, global marketing and cultural differences, new product development, branding, and customer service, and for assessing the effectiveness of pricing, promotions, and product and service delivery strategies. Canada"s market research industry valued just under a half-billion. Major plays in canada"s market research and polling industry include: anus reid, compas, harris/decima, ekos research. Associates, ipsos reid, leger marketing, pollara, and the strategic. Also foreign owned firms with offices in canada such as. Non-profit and governments also use research to serve their constituents better. Whirlpool wanted to bring their world washer to europe, and market research indicated there were differences amongst regions about consumers" washing preferences.

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