Management and Organizational Studies 3322F/G Chapter Notes - Chapter 12: Web Banner, Interactive Advertising Bureau, Pupilometer

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 3322F/G
• Professor: Maxwell Smith

Document Summary

Market research is used to help reduce or eliminate uncertainty and risk associated with making business decisions; like a form of insurance. Marketing research = marketing function that links the customer/consumer/public to marketer through info. Info is used to define marketing opportunities and problems, generate marketing strategies, evaluate marketing activities and monitor performance. In marketing communications, is useful for identifying consumer insights that can be considered when developing marketing strategies. Look at reliability (consistency) and validity (measure what its intended to measure) Research techniques for marketing communications: primary research. = collection and recording of primary data. Primary data = data collected to resolve a problem and recorded for first time. Custom designed; focus on particular problem or obtaining specified information research objectives = statement that outlines what the marketing research is to accomplish: sample design. Sa(cid:373)ple = represe(cid:374)tative portio(cid:374) of a(cid:374) e(cid:374)tire populatio(cid:374) that"s used to o(cid:271)tai(cid:374) i(cid:374)fo a(cid:271)out that population. Steps to develop a rep. sample: define population.