Lecture Ch8_BB - Click to edit Master subtitle style...

Info iconThis preview shows pages 1–8. Sign up to view the full content.

View Full Document Right Arrow Icon

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

View Full DocumentRight Arrow Icon

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

View Full DocumentRight Arrow Icon

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

View Full DocumentRight Arrow Icon

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

View Full DocumentRight Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: Click to edit Master subtitle style Chapter 8: Marketing Research: From Customer Insights to Actions Professor Jade DeKinder Jade S. DeKinder Jade S. DeKinder What You Will Know n What marketing research is and why we do it n The five steps in marketing research n The three kinds of research n The two types of data and the strengths and weaknesses of each Jade S. DeKinder Jade S. DeKinder What is marketing research? n The process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions. n Improve outcomes of decisions by using more formal, structured approaches to decision making Jade S. DeKinder Jade S. DeKinder Overview of the Marketing Research Process: 5 steps 1. Pr ob le m D efi ni tio n eveloping the Research Plan 3. Collect Information 5. Take Marketing Actions 4. Develop Findings Jade S. DeKinder Jade S. DeKinder Overview of the Marketing Research Process: 5 steps 1. Pr ob le m D efi ni tio n Jade S. DeKinder Jade S. DeKinder Step 1: Define the Problem 1) Set the research objectives q Objectives are specific, measurable goals q E.g., increasing sales, finding out why a product isnt selling well n Three kinds of research q Exploratory research : ideas about vague problems q Descriptive research : frequency of occurrence or extent of relationship Jade S. DeKinder Jade S. DeKinder Step 1: Define the Problem 2) Identify marketing actions...
View Full Document

This note was uploaded on 11/09/2010 for the course MKT 337 taught by Professor Mcallister during the Spring '07 term at University of Texas at Austin.

Page1 / 27

Lecture Ch8_BB - Click to edit Master subtitle style...

This preview shows document pages 1 - 8. Sign up to view the full document.

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