ADMS 4260 Chapter Notes - Chapter 1-5: Entscheidungsproblem, Coca-Cola, Computer-Assisted Telephone Interviewing

• School: York University
• Department: Administrative Studies
• Course: ADMS 4260
• Professor: Manfred Maute

Document Summary

The research process framework ensures that research conducted on a decision problem is systematic and disciplined and that the research methods used to define, gather, analyze and report information are objective and consistent. In this section, we examine the research process, consider how decision problems are translated into research. Problems and trace the effect that problem definition has on the research process. 1. to define the circumstances in which marketing research is useful and determine who is responsible for invoking the research process; Us adults, 18 & older, not incarcerated, not institutionalized (~220 million people) Originally at home with personal interviews, later with telephone interviews. Question wording and order greatest sources of error. Weight responses to adjust for sampling error and non-response. Situations where additional information is required before marketing managers can make good decisions. Correctly defining the problem is the most difficult and important step in the research. > perspective of marketing manager and research professional differs.