MARKETING LECTURE_Notes

MARKETING LECTURE_Notes - MARKETING LECTURE 10/1/08...

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
MARKETING LECTURE 10/1/08 RESEARCH METHODS R.B. Cialdini - Research should have connection with reality - What do you want to study? - Academic research - Get information back out to real world FULL CYCLE MODEL Research begins and ends in real world (EDEA) explain, describe, experiment, application - Explore - Observation - Describe – Survey - Truth vs. validity of information - Focus groups – labor intensive interviews - Explain/Experiment – cause and effect - Why? - Application Five Steps of Marketing Research Process 1. Locating and defining problems or issues 2. Designing the research project 3. Collecting data 4. Interpreting research findings 5. Reporting research findings Consumer market – purchasers and or household members who intend to consume or benefit from the purchased product and do not buy products to make profits. - Need for product - Ability to purchase - Willingness to purchase - Authority to purchase Targeting Strategies: Undifferentiated Target market – “A’s” – homogeneous
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 02/20/2009 for the course H ADM 241 taught by Professor Mmccall during the Fall '08 term at Cornell.

Page1 / 4

MARKETING LECTURE_Notes - MARKETING LECTURE 10/1/08...

This preview shows document pages 1 - 2. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online