Chap%201%20Hair

Chap%201%20Hair - Overview of Marketing Research Lecture...

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Unformatted text preview: Overview of Marketing Research Lecture Outline (HWOB Chap. 1) Marketing Research: What it is and What it aint. How Marketing Research Fits into the Marketing Planning Process The Objectivity and Subjectivity of Marketing Research The Backwards Marketing Research Philosophy Marketing Research in Action: The Santa Fe Grill John Doerr There are basically four risks we have to confront in each deal. There is technical risk: Can we split the atom? There is people risk: Will the key players on the team stay together? There is financial risk: Can we keep the company well financed? And there is market risk: Can we get the dogs to eat the dog food? The most dangerous of these risks is market risk. Removing market risk is expensive were risk takers but we will take a technology risk over a market risk any day of the week. (Perkins & Perkins, 1999, The Internet Bubble, p. 74) Marketing Research: What It Is! the process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions to improve the organizations marketing activities (Berkowitz et al. 1996) Marketing research is the systematic and objective identification, collection, analysis, and dissemination of information for the purpose of improving decision making related to the identification and solution of problems and opportunities in marketing (Kumar et al. 2002) Marketing Research -- What It Aint (Pseudo-Research) I admit that research is often misused by agencies and their clients. They use research as a drunkard uses a lamppost - not for illumination but for support (Ogilvy, 1983, p.166)....
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This note was uploaded on 03/18/2009 for the course MKTG 3350 taught by Professor Engel,stev during the Fall '08 term at Colorado.

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Chap%201%20Hair - Overview of Marketing Research Lecture...

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