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

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

Document Summary

Degree of similarity of results achieved if another research study were undertaken under similar circumstances. A research procedure"s ability to measure what it is intended to. The role and scope of marketing research: the evaluation of advertising messages or any other form of marketing communications involves the collection of primary data, primary research, the collection and recording of primary data. The data collected to resolve a problem and recorded for the first time: custom designed and focuses on resolving a particular question or obtaining specified information, problem definition --> objectives & hypothesis --> sample design --> A statement that outlines what the marketing research is to accomplish: hypothesis. A statement of outcome predicted in a marketing research investigation: sample design, prior to implementing a research study, researchers identify characteristics of the people they would like to participate, sample. A representative portion of an entire population that is used to obtain information about that population.