6. Marketing ResearchWC

6. Marketing ResearchWC - Marketing Research Keith E....

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Marketing Research Keith E. Niedermeier, Ph.D.
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Process Define the problem Analyze the situation Getting problem-specific data Interpreting the data Solving the problem
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Real World Research (SABRE) Consumer studies (e.g. awareness, intent) Distribution studies (e.g. retail coverage) Perceptual maps Competitor intelligence Forecasts Conjoint analysis
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Research Criteria Current Valid Internal and external Reliable Representative
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Two broad uses of marketing research (both in the real world and in SABRE): Diagnostic analysis How do customers perceive our offerings? How do these perceptions explain current performance? Opportunity analysis Does the market present unexploited opportunities for growth? How do we exploit these opportunities?
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Diagnostic Protocol Availability? Inappropriate distribution channels Insufficient production Awareness? Insufficient absolute advertising Insufficient relative advertising Perceptions? Poor performance on secondary attributes Poor advertising positioning (“creative design”) History? Poor past history drags on current sales Competition? Performance of your product is always relative to competitors’ moves
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Identifying Opportunities Typical applications Re-positioning an underperforming brand Introducing a new brand Need to see through the eyes of the customer Direct elicitation Indirect elicitation
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Direct Elicitation - Surveys
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How would you rate the speed of Brand X? -25
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6. Marketing ResearchWC - Marketing Research Keith E....

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