ADM2320X summer 2008-ch.8

ADM2320X summer 2008-ch.8 - Marketing Research Chapter...

Info iconThis preview shows pages 1–9. Sign up to view the full content.

View Full Document Right Arrow Icon
1 Marketing Research Chapter Eight
Background image of page 1

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

View Full Document Right Arrow Icon
2 Marketing Research The process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions to improve an organization’s marketing activities. Used to reduce risk and uncertainty to increase the likelihood of success of marketing decisions .
Background image of page 2
3 Types of marketing research Exploratory research helps to better understand the Descriptive research describes the characteristics of a population or profile certain marketing situations such as target market features. Causal research identifies cause and effect relationships among variables, such as how a change in price or a certain ad will affect demand for a product.
Background image of page 3

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

View Full Document Right Arrow Icon
4 Marketing research process Uses scientific method: Systematically collecting, organizing and analyzing data in an unbiased, objective manner Reliability: ability to replicate research results under identical environmental conditions Validity: whether the research measured what was intended to be measured – are the measures appropriate?
Background image of page 4
5 Internal data Sales records Customer sales history Pricing information Inventory levels Production schedules Shipping dates Returns Defective goods
Background image of page 5

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

View Full Document Right Arrow Icon
6 Marketing Intelligence Newspapers Trade publications Marketplace observations Company salespersons World Wide Web Corporate, government, trade assn. web sites. Mystery shoppers Market trends Building future business scenarios
Background image of page 6
7 Marketing Research is… Collection, analysis and interpretation of data about customers, competitors & the business environment Secondary v. primary research
Background image of page 7

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

View Full Document Right Arrow Icon
8 Secondary research
Background image of page 8
Image of page 9
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

Page1 / 23

ADM2320X summer 2008-ch.8 - Marketing Research Chapter...

This preview shows document pages 1 - 9. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online