Marketing Day 9 - How to collect data from hard to find...

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Marketing Day 9 14:10 Agenda Consumer behavior o Influences WOM Marketing research TEST THURSDAY NIGHT(7:30-9) Chapters 1-5, 8 Format o Roughly 50% lecture o Roughly 50% book Multiple choice(33 questions—30 count) Short answer(given 4—pick 2) Last year’s exam—on blackboard o Guest speaker is open for exam questions o Proctor and Gamble Designed a new product o Intensive cleaning paste Dentist-type product o Used with regular brushing Bloggers gave it good reviews 500,000 women who participate on some regular basis to included  in Vocalpoint(350,000 teenagers)
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start with focuse groups develop a survey send the women samples based on their feedback from the  surveys Market Research approach Define the problem o Ex: 8 hot dogs but packs on 12 buns Develop the research plan o Collecting data
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Unformatted text preview: How to collect data from hard to find places Ex: Teenage Research Unlimited • Getting information from teenagers thru handouts • Collect relevant information o Primary data You must collect the data yourself o Secondary data (always start with secondary data) Already been collected Access and analyze Industry/market studies Trade associations Business press Company directories Government (census) • Biggest source of secondary data o Done every five or ten years • Ex: Cadbury rejects Kraft offer of 16 billion o Cadbury—British candy company Other companies could bid—Nestle, Hershey’s o Research Google the company for industry report—NO! Look at a more organized database Ex: IBISWorld Cadbury is the largest chocolate company in the world • Develop findings • Take marketing actions 14:10 14:10...
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This note was uploaded on 09/23/2009 for the course MARKETING 2400 taught by Professor Mclaughlin during the Fall '08 term at Cornell.

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Marketing Day 9 - How to collect data from hard to find...

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