cpt4-final2010 present - Marketing Research Chapter Nine...

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Unformatted text preview: Marketing Research Chapter Nine Dr. Melissa Burnett MKT 350 Fall 2010 Chapter Outline 2 The Importance of Marketing Research The Marketing Research Process Using Technology to Improve Marketing Information Gathering and Analysis Issues in Marketing Research Dr. Melissa Burnett MKT 350 Fall 2010 The Importance of Marketing Research 3 Marketing Research The systematic design, collection, interpretation, and reporting of information to help marketers solve specific marketing problems or take advantage of marketing opportunities Dr. Melissa Burnett MKT 350 Fall 2010 The Importance of Marketing Research 4 Benefits of Marketing Research Helps firms stay in touch with customers changing attitudes and purchase patterns Assists in better understanding market opportunities Determine the feasibility of a particular marketing strategy Aids in the development of marketing mixes to match the needs of customers Improves marketers ability to make decisions Dr. Melissa Burnett MKT 350 Fall 2010 The Five Steps of the Marketing Research Process 5 Dr. Melissa Burnett MKT 350 Fall 2010 The Marketing Research Process 6 Locating and Defining Problems or Research Issues (Step One) Focusing on uncovering the nature and boundaries of a situation or question related to marketing strategy or implementation (DIFFICULT)  Departures from normal or expected marketing results  Biases in marketing information that distort its meaning  Evidence of possible or potential market opportunities Dr. Melissa Burnett MKT 350 Fall 2010 The Marketing Research Process 7 Designing the Research Project (Step Two) Research design  An overall plan for obtaining the information needed to address a research problem or issue Hypothesis  An informed guess or assumption about a certain problem or set of circumstances  Accepted or rejected hypotheses act as conclusions for the research effort Dr. Melissa Burnett MKT 350 Fall 2010 The Marketing Research Process 8 Types of Research Exploratory research  Research conducted to gather more information about a problem or to make a tentative hypothesis more specific  Example: Focus Groups (Qualitative) copy testing, product testing Dr. Melissa Burnett MKT 350 Fall 2010 The Marketing Research Process 9 Types of Research Descriptive research  Research conducted to clarify the characteristics of certain phenomena to solve a particular problem Example: Questionnaire 75% of respondents want a leather motorcycle jacket 64% willing to spend $100 - $150 38% very willing to shop online Dr. Melissa Burnett MKT 350 Fall 2010 The Marketing Research Process...
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This note was uploaded on 10/21/2010 for the course MKT 350 taught by Professor Bunett during the Spring '10 term at Missouri State University-Springfield.

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cpt4-final2010 present - Marketing Research Chapter Nine...

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