MKT 280 - Ch 4 - Fall 2007

MKT 280 - Ch 4 - Fall 2007 - InformationforMarketing...

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    Information for Marketing  Decisions Chapter 4
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    Marketing Research Marketing research defined Gathering, recording, and analyzing  information about specific issues related to  marketing.
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    Marketing Research Process PURPOSE OF THE RESEARCH PLAN OF THE RESEARCH PERFORMANCE OF THE RESEARCH PROCESSING OF RESEARCH DATA PREPARATION OF RESEARCH REPORT
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    Purpose of the Research Address the following: Current situation/nature of the problem External factors Competitors,  Other environmental factors Internal factors How is the company positioned What are the company strengths/weaknesses What questions should we answer? Who is the target market? What is the ideal marketing mix?
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  Plan of the Research Primary vs. Secondary Research Primary: Directly obtained You control the research You analyze the results Secondary: Indirectly obtained
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This note was uploaded on 10/13/2010 for the course MKT B280 taught by Professor Lawrence during the Fall '08 term at Loyola New Orleans.

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MKT 280 - Ch 4 - Fall 2007 - InformationforMarketing...

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