Ch. 8 Notes - Henry Ross AEM 240 Marketing Chapter 8 Week 5...

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Henry Ross AEM 240 Marketing Chapter 8 Week 5 MARKETING RESEARCH: FROM INFORMATION TO ACTION - Test screenings: listening to consumers to reduce movie risks. The Role of Marketing Research - Marketing Research: Process of collecting and analyzing information in order to recommend actions. - To be successful, products and marketing programs must meet the wants and needs of potential consumers. - Marketing research reduces risk by providing the vital information to help marketing managers understand those wants and needs and translate them into actions in their marketing activities. Good Marketing Research is Difficult - A task of marketing research is to overcome these difficulties and obtain as much information as needed to make reasonable estimates about what consumers will or won’t buy. Four-Step Marketing Research Approach - 1. Defining the problem carefully – requires setting the research objectives and identifying possible marketing actions. -
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This note was uploaded on 03/03/2009 for the course AEM 2400 taught by Professor Mclaughlin,e. during the Fall '07 term at Cornell University (Engineering School).

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Ch. 8 Notes - Henry Ross AEM 240 Marketing Chapter 8 Week 5...

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