Chapter 9.ppt - Marketing Research Chapter 9 1 Objectives...

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Chapter 9 Chapter 9 Marketing Research Marketing Research 1
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2 Objectives Objectives Marketing Research Marketing Research Process Research Tools
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3 Marketing Research Marketing Research Marketing research is the process of planning, collecting, and analyzing data relevant to a marketing decision.
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4 The Role of Marketing Marketing Research Diagnostic Predictive Descriptive Gathering and presenting factual statements Explaining data Address “what if” questions
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Collect Data Collect Data Specify Sampling Procedure Specify Sampling Procedure Plan Design/ Primary Data Plan Design/ Primary Data Define Problem Define Problem Analyze Data Analyze Data Prepare/ Present Report Prepare/ Present Report Follow Up Follow Up 1 2 3 4 5 6 7 Exhibit 9.1 Exhibit 9.1 The Marketing Research Process The Marketing Research Process 5
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Type Of Data Secondary Data: is data collected by someone other than the user. Primary Data: are collected by the investigator conducting the research to solve the particular problem . 6
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Examples Examples 7
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8 Data Type Secondary Data Primary Data Advantage - Save time and money - Serves as a basis of comparison for other data - Answers a specific research question - Data are current - Source of data is known - Secrecy can be maintained Disadvantag e - May not give adequate detailed information - May not answer a specific research question - Quality and accuracy of data may pose a problem - Very expensive Type Of Data
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9 Research Tools: Experiments Research Tools: Experiments
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  • Spring '17
  • Yong Shin Park
  • observation research

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