Session+10+student-1 - THE BIG PICTURE Market Research THE...

Info iconThis preview shows pages 1–6. Sign up to view the full content.

View Full Document Right Arrow Icon
THE   BIG   PICTURE: Market  Research
Background image of page 1

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

View Full DocumentRight Arrow Icon
THE   BIG   PICTURE marketing objective source of volume evaluate business objective place price promotion execute product service position segment target STP The Marketing Plan Opportunity Identification Evaluation & Control
Background image of page 2
Market  Research Why most people do research: tradition organizational politics defense in case of failure legal/PR/Advertising purposes Wrong!!!
Background image of page 3

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

View Full DocumentRight Arrow Icon
Why we  should  do market research: Describe situations markets relationships Understand processes causes Predict future outcomes
Background image of page 4
1. What is the objective of the research? 2. What are the possible outcomes of the research? 3. Is there a plan of action (BP analysis changes) for each  outcome? 4. Is the research worth doing? 5. Does the research reduce the uncertainty sufficiently to justify  it? Is the reduction in a critical BP box, to solve the case? 6. Has somebody else already done it? Alternative sources of  info? 7. Is the research design appropriate for answering the  question(s)? 8. Are the data collection methods appropriate? 9.
Background image of page 5

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

View Full DocumentRight Arrow Icon
Image of page 6
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 21

Session+10+student-1 - THE BIG PICTURE Market Research THE...

This preview shows document pages 1 - 6. Sign up to view the full document.

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