Chapter 4 Outline new - Marketing Management 3300 Alka V....

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Marketing Management 3300 Alka V. Citrin Chapter 4 Outline Marketing Information and Research Chapter Objectives Understand the Importance of high quality information in the marketing planning process Describe the marketing research process Understand the differences among exploratory, descriptive, and causal research and the different research techniques available to marketers Marketing Research The process of collecting, analyzing, and interpreting data about customer, competitors, and the business environment to improve marketing effectiveness Why is good marketing research difficult? Uses of Marketing Research A. To assess consumer's needs and wants B. C. Steps in Making Effective Decisions Based on Marketing Research: 1. Define the Problem *Objectives *Identify the consumer population of interest * Place problem in an environmental context (State clearly assumptions being made)
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This note was uploaded on 04/17/2008 for the course MGT 3300 taught by Professor Sanjay during the Spring '08 term at Georgia Institute of Technology.

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Chapter 4 Outline new - Marketing Management 3300 Alka V....

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