MR01 - Week 1 Introduction to Marketing Research 1 Learning...

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1 Introduction to Marketing Research Week 1
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2 Learning Outcomes Describe the role of research in Marketing Describe the structure of the research industry Develop an overview of the entire research process Recognize the language of research
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3 The Role of Research in Marketing 1. The Goal of Marketing 2. Task of Marketing Research 3. The Definition of Marketing Research 4. Problem identification vs. solving research
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4 The Role of Research in Marketing Major goal of marketing Identify and then satisfy customer needs Necessary information input: information about customers, competitors, and other forces such as market trends The task of marketing research Assess the information needs Provide management with relevant, accurate and timely information to aid marketing decision making
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5 The Role of Research in Marketing Marketing research is the systematic and objective identification, collection, analysis, dissemination, and use of information Marketing research can improve decision making by Identifying problems/opportunities Providing solutions to the problem
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6 Identification of Information Needed Collection of Data Analysis of Data Dissemination of Information Identifying and Solving Marketing Problems Figure 1.2 Defining Marketing Research Use of Information
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7 The Role of Research in Marketing Problem Identification Research Research undertaken to help identify problems which are not necessarily apparent on the surface and yet exist or are likely to arise in the future. Examples: market share, sales analysis, forecasting, and trends research. Problem Solving Research Research undertaken to help solve specific marketing problems. Examples: segmentation, product, pricing, promotion, and distribution research.
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Problem Identificatio n Research • Market Share Research • Forecasting Research • Business Trends Research Marketing Research Figure 1.3 A Classification of Marketing Research Problem Solving Research •Segmentation Research •Product Research •Pricing Research Promotion Research •Distribution Research
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9 The Case of McDonald’s In 2003, McDonald’s conducted a problem identification research to find out the reasons for sales decline. The findings reveals that it was due to the increased health consciousness of consumers. Based on this finding, McDonald’s undertook a problem solving research (segmentation and product). Subsequently, it introduced a line of premium salads and started targeting the mothers in a special way.
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10 The Role of Research in Marketing Determine the basis of segmentation Establish market potential and responsiveness for various segments Create lifestyle profiles: demography, media, and product image characteristics
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This note was uploaded on 06/17/2010 for the course MKT 3602 taught by Professor Michelle during the Spring '10 term at City University of Hong Kong.

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MR01 - Week 1 Introduction to Marketing Research 1 Learning...

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