Management and Organizational Studies 3322F/G Chapter Notes - Chapter 12: Integrated Marketing Communications, Sampling Frame, Scientific Method
2 Jan 2018
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Document Summary
Marketing research: a marketing function that links the consumer/customer/public to the marketer through information; the information is used to: Is a form of insurance; it ensures that the action a company takes it"s the right one. Prudent decision makers combine their intuition and judgement with all other information sources available. Helps to reduce/eliminate the uncertainty and risk associated with making business decisions. Survey research: the systematic collection of data by communicating with a representative sample by means of a questionnaire. Fixed-response (closed ended) questioning: predetermined questions with set answers for the respondents to choose from. Open-response (open ended) questioning: space available at the end of a question where the respondents can add their comments. Observation research: behaviour of the respondent is observed and recorded; may be by personal or electronic means. Experimental research: research in which one or more factors are manipulated under controlled considerations while the elements remain constant so that the respondent"s actions can be evaluated.
