5 - Market Research Marketing Management Spring 2009 Jinsuh...

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Market Research Marketing Management Spring 2009 Jinsuh Lee
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Spring 2009 - MGMT 324 Jinsuh Lee - Purdue University 2 Market Research & Consumers The systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization. Identify who the consumers are and which of them you want to serve Consumers vary on many dimensions Demographics Psychographics Behavior
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Spring 2009 - MGMT 324 3 Jinsuh Lee - Purdue University When is a Market Research needed? Is the information already available? Is timing a factor? Is a competitive action required immediately? Cost? Is the cost of research greater than the benefit of the research?
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Spring 2009 - MGMT 324 Jinsuh Lee - Purdue University 4 Market Research next questions What type of research? Exploratory, descriptive, or causal? What type of sampling plan? Is it reliable? Or valid?
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Spring 2009 - MGMT 324 Jinsuh Lee - Purdue University 5 Types of Research O_________ Video cameras, photography, ethnography M________ People meters, checkout scanners, physical response meters S______ Questionnaires, interviews E_________ Matched groups/different treatments
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Spring 2009 - MGMT 324 Jinsuh Lee - Purdue University 6 Starbucks: Market Research This video clip features Jerome Conlon, of Consumer Insights and Brand Planning, speaking about the market research done at Starbucks
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Spring 2009 - MGMT 324 Jinsuh Lee - Purdue University 7 Market Research Process Define the objectives of the research Collect and evaluate secondary data Design a primary research study Collect primary data Analyze and prepare a report
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Spring 2009 - MGMT 324 Jinsuh Lee - Purdue University 8 Define the problem A problem well defined is a problem half solved. A bad problem definition dooms the entire research from the start. [Lawrence Gibson] How can we beat Burger King? The McDonald’s Arch Deluxe What would be the right research problem for “New Coke”?
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Spring 2009 - MGMT 324 Jinsuh Lee - Purdue University 9 Collecting secondary data Secondary data Any data originally generated for some purpose other than the present research objectives Data created by other organizations Data from earlier studies Internal data from other departments within company Government publications: Statistical abstract of US Periodicals: Business periodicals index, JM, JMR, HBR Commerical data: Nielsen
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5 - Market Research Marketing Management Spring 2009 Jinsuh...

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