Management and Organizational Studies 2320A/B Chapter Notes - Chapter 7: Netflix, Mystery Shopping, Data Mining

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

Document Summary

Marketing research is a set of techniques and principles for systematically collecting, recording, analyzing, and interpreting data that can aid decision makers involved in marketing goods, services, ideas. Valuable information that will help make segmentation, positioning, product, place, price and promotion decisions. Helps reduce uncertainty under which they currently operate. Provides link between firms and their environments. Firms can anticipate and respond quickly to competitive moves. Step 1: define the research problem and objectives. Once the research problem is defined, marketers must specify the research objectives or questions to be answered. Poor design arises from three major sources: basing research on irrelevant research questions, focusing on research questions that marketing research cannot answer, or addressing research questions to which the answer is already known. Researchers identify the type of data needed and determine the type of research necessary to collect it. Secondary date pieces of info that have been collected prior to the start of the.