Marketing Research sp 10

Marketing Research sp 10 - MarketingResearch...

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Marketing Research Marketing Research
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Xerox PC Xerox PC
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New Coke New Coke
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Ford Edsel Ford Edsel
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Microsoft “Bob” Microsoft “Bob”
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ABC’s Cop Rock ABC’s Cop Rock Play Video 1 Play Video 2
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IBM PC Jr. IBM PC Jr.
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FedEx Zap Mail FedEx Zap Mail
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McDonald’s Arch Deluxe McDonald’s Arch Deluxe
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Heaven’s Gate Heaven’s Gate
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Webvan Webvan
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Customer Customer Product Factory Wholesaler Wholesaler Wholesaler Retailer Retailer Retailer Retailer Retailer Retailer Company IMC Marketing  research
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Marketing Research Marketing Research What the customer wants and needs.
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What are the tools? What are the tools? Secondary sources Experiments Direct Observation Surveys Qualitative Studies
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Secondary sources Secondary sources Data collected for other purposes Not important prior to search engine  technology Useful, but not critical
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Experiments Experiments Experimenter controls situation and  changes just one variable at a time Only way to prove causation Time sequence Correlation (Concomitant variation) Independence But,  very expensive.
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This note was uploaded on 01/21/2011 for the course MSOM 305 taught by Professor Fiona during the Winter '10 term at George Mason.

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Marketing Research sp 10 - MarketingResearch...

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