lecture 10 - Identifying Opportunities The Role of...

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Identifying Opportunities The Role of Marketing Research
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What you should know… Understand scope and application of marketing research For strategic planning For marketing planning Understand basic research process Identify sources & characteristics of data
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Why Do Marketing Research? The researcher’s function Gather, organize, analyze and distribute info Provide inputs for decision making The researcher’s sources Internal (e.g., databases of sales leads, complaints, etc.) External Consumers Competitors Environmental scanning
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The Marketing Research Process 1 2 3 4
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From decision problem to research problem E.g., What package to use? evaluate alternative package designs E.g., Why are sales lousy? assess attitudes toward store lay-out E.g., Should we lower the price? Test demand at different prices. Lay out objectives (increase volume, profit, etc.)
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lecture 10 - Identifying Opportunities The Role of...

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