TR Chapter 08 - Copyright 2007 by Nelson, a division of...

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Unformatted text preview: Copyright 2007 by Nelson, a division of Thomson Canada Limited Chapter 8 Chapter 8 Marketing Marketing Research Decision- Research Decision- Support Systems, Support Systems, and Sales and Sales Forecasting Forecasting 8-2 Copyright 2007 by Nelson, a division of Thomson Canada Limited Chapter Objectives Chapter Objectives 1. Describe the development of the marketing research function and its major activities. 2. Explain the steps in the marketing research process 3. Distinguish between primary and secondary data and identify the sources of each type. 4. Explain the different sampling techniques used by marketing researchers. 5. Identify the methods by which marketing researchers collect primary data. 6. Explain the challenges of conducting marketing research in global markets. 7. Outline the most important uses of computer technology in marketing research. 8. Explain how the use of information technology, particularly marketing decision support systems (MDSSs), can enhance and refine market research and its impact on decision making. 9. Identify the major types of forecasting methods. 8-3 Copyright 2007 by Nelson, a division of Thomson Canada Limited The Marketing Research Function Marketing research : the process of collecting and using information for marketing decision-making Development of the Marketing Research Development of the Marketing Research Function Function First marketing research project done in 1879 Thirty two years later first commercial research department was organized at Curtis Publishing, publishers of the Saturday Evening Post 8-4 Copyright 2007 by Nelson, a division of Thomson Canada Limited Who Conducts Marketing Research Who Conducts Marketing Research The size and organizational form of the marketing research function is typically tied to a given companys structure Many firms depend on independent marketing research firms Syndicated Services Full-Service Research Suppliers Limited-Service Research Suppliers Customer Satisfaction Measurement Programs 8-5 Copyright 2007 by Nelson, a division of Thomson Canada Limited Syndicated Services Syndicated Services Organizations that regularly provide a standardized set of data to all customers Full-Service Research Suppliers Organizations that contract with clients to conduct complete marketing research projects Limited-Service Research Suppliers A marketing research firm that specializes in selected activities like: Field or telephone interviews Data-processing Focus groups 8-6 Copyright 2007 by Nelson, a division of Thomson Canada Limited Step 1: Define the Problem Step 1: Define the Problem Step 2: Conduct Exploratory Research Step 2: Conduct Exploratory Research Step 3: Formulate a Hypothesis Step 3: Formulate a Hypothesis Step 4: Create a Research Design Step 4: Create a Research Design Step 5: Collect Data Step 5: Collect Data Step 6: Interpret and Present Research...
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TR Chapter 08 - Copyright 2007 by Nelson, a division of...

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