Introduction to Market Research

Fossitt, Julie

dc.contributor.author	Fossitt, Julie
dc.contributor.other	Francis, Abraham
dc.contributor.other	Carl, Paul
dc.contributor.other	Sullivan, Julie
dc.date.accessioned	2024-02-02T15:59:03Z
dc.date.available	2024-02-02T15:59:03Z
dc.date.issued	2024-03-01
dc.identifier	324f0660-471c-4bea-aee0-7c8b7b698d83
dc.identifier.uri	https://openlibrary-repo.ecampusontario.ca/jspui/handle/123456789/2084
dc.description.tableofcontents	I. Module 1: What is market research and why does it matter?
dc.description.tableofcontents	II. Module 2: Steps in designing a market research project
dc.description.tableofcontents	III. Module 3: Indigenous Market Research
dc.description.tableofcontents	IV. Module 4: Types of market research
dc.description.tableofcontents	V. Module 5: Identifying a decision problem
dc.description.tableofcontents	VI. Module 6: Identifying target population and sample
dc.description.tableofcontents	VII. Module 7: Quantitative research and how to design a survey
dc.description.tableofcontents	VIII. Module 8: Qualitative research and how to design a focus group
dc.description.tableofcontents	IX. Module 9: Data analysis and presenting the research findings
dc.description.tableofcontents	X. Module 10: AI and Market Research
dc.language.iso	eng	en_US
dc.relation.isformatof	https://ecampusontario.pressbooks.pub/introductiontomarketresearch/
dc.rights	CC BY-NC \| https://creativecommons.org/licenses/by-nc/4.0/	en_US
dc.subject	#MarketResearch #SurveyDesign	en_US
dc.title	Introduction to Market Research	en_US
dc.type	Book
dcterms.accessRights	Open Access
dcterms.educationLevel	College
dc.identifier.slug	https://openlibrary.ecampusontario.ca/catalogue/item/?id=324f0660-471c-4bea-aee0-7c8b7b698d83
ecO-OER.AccessibilityStatement	Yes
ecO-OER.CourseTitle	St. Lawrence College, MARK100, Market Research and Consumer Behaviour
lrmi.learningResourceType	Learning Resource - Textbook
dc.description.abstract	Market research is information that helps marketers understand customers, competitors, and changes in consumer behaviour to help make more informed decisions. The goal of this resource is to help new and emerging marketing students to understand why market research matters and to understand the components of identifying a marketing research problem, designing a research framework, executing the research, and analyzing the data with the ultimate goal to be able to make data-driven decisions. This resource will cover primary and secondary research tools as well as qualitative and quantitative approaches within a Canadian context. Over the course of nine modules, students will learn basic market research skills that will help them design a market research project.	en_US
dc.description.abstract	The views expressed in this publication are the views of the author(s) and do not necessarily reflect those of the Government of Ontario or the Ontario Online Learning Consortium (eCampusOntario).	en_US
dc.subject.other	Business & Economy - Business Management	en_US
ecO-OER.VLS.projectID	null
ecO-OER.CVLP.projectID	null
ecO-OER.ItemType	Textbook
ecO-OER.MediaFormat	PDF
ecO-OER.MediaFormat	EPUB
ecO-OER.MediaFormat	HTML/XML
ecO-OER.MediaFormat	Other
ecO-OER.VLS.cvlpSupported	No