ADM 2320 Chapter 4: ADM2320 Chapter 4

• School: University of Ottawa
• Department: Administration
• Course: ADM 2320
• Professor: Marzena Cedzynski

Document Summary

Consists of a set of techniques and principles for systematically collecting, recoding, analyzing and interpreting data that can aid decision makers involved in marketing goods, services or ideas. Step 1: defining the objectives and research needs. Identify the type of data needed to determine the type of research necessary to collect it. Secondary data: pieces of information that have been collected prior to the start of the focal project. Syndicated data: data available for a fee from commercial research firms. Primary data: data collected to address the specific research needs/questions currently under investigation. Include focus groups, in- depth interviews, and surveys. Reliability: the extent to which the same result is achieved when a study is repeated under identical situations. Validity: the extent to which a study measures what it is supposed to measure. Sample: a segment or subset of the population that adequately represents the entire population of interest. Sampling: the process of picking a sample.