Management and Organizational Studies 2320A/B Chapter Notes - Chapter 7: Stratified Sampling, Cluster Sampling, Simple Random Sample

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 2320A/B
• Professor: John White

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. Identify emerging opportunities and new and improved ways of satisfying consumer needs and wants from changes in the external environment. Focusing on research questions that marketing research cannot answer. Addressing research questions to which the answers are already known: separate the symptoms from the actual product, design the research plan. Identify the type of data needed and determine the type of research necessary to collect it: collect data, primary data: data collected to address the specific research needs/questions currently under investigation. Some primary data collection methods include: focus groups, in-depth interviews and surveys: secondary data: pieces of information that have been collected prior to the start of the focal project. Census data, information from trade associations, books, journal articles, and reports published in magazines and newspapers.