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

Info icon This preview shows pages 1–6. Sign up to view the full content.

View Full Document Right Arrow Icon
Overview of Marketing Research Lecture Outline (HWOB Chap. 1) Marketing Research: What it is and What it ain’t. 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
Image of page 1

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

View Full Document Right Arrow Icon
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 … we’re 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)
Image of page 2
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 organization’s 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)
Image of page 3

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

View Full Document Right Arrow Icon
Marketing Research -- What It Ain’t (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). “Margin of Error” ( WSJ , 11/14/91)
Image of page 4
Overview of Marketing Research Lecture Outline (HWOB Chap. 1) Marketing Research: What it is and What it ain’t.
Image of page 5

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

View Full Document Right Arrow Icon
Image of page 6
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern