Marketing Research

Marketing Research - Click to edit Master subtitle style...

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Unformatted text preview: Click to edit Master subtitle style 2/10/11 MKTg 301: principles of marketing Consumer Behavior // B2B Chance favors the prepared mind. Louis Pasteur Chemist // Biologist 2/10/11 1. Segmentation includes dividing the market into similar groups. 2. Targeting includes in selecting the group or groups of customers to focus on. 3. Positioning includes determining REVIEW: STP Chapter 8 Click to edit Master subtitle style 2/10/11 MARKETING 2/10/11 Why Conduct Research? 1. Reduces uncertainty 1. Crucial link between firms and their environment 1. Anticipate and respond to competitors actions 2/10/11 Marketing Information Systems 2/10/11 Ethics of Consumer Data? 2/10/11 Marketing Research Process { 8 7 C 9 D E 3 8 -5 A 8 7 -4 0 6 7 -8 F 8 -7 1 3 4 8 3 2 C 5 B 0 } Define Objectives / N { 6 9 C F 2 6 2 -8 5 A B -4 E 2 F -9 6 A 4 -5 3 6 C 3 C 1 4 2 6 2 6 } Design Research Project { 4 A 0 D 3 D C -0 8 0 5 -4 A 0 9 -A 3 4 6 -C 0 A 9 2 6 A 8 7 D 4 D } Data Collection { 1 7 6 3 9 C A 0 -7 B 3-4 B 9 F -9 F 1 E -2 3 2 E 8 7 5 7 E 0 4 B } Analyzing Data { 2 6 7 F 3 4 F 4 -6 4 D 9 -4 9 F 4 -8 0 9 3 -1 B 1 D 4 9 1 9 D 3 5 } Presenting Results 2/10/11 1. Define Objectives // Needs { 9 3 B 0 C 7 0 4 -C 8 4 5 -4 F 8 6 -9 D A 7 -1 4 7 A 6 3 F B 3 F B } Museum of Fine Arts { 4 F A 4 2 5 6 7 -E 8 5 9 -4 A F 4 -A 9 6 -2 C 0 4 E 2 A 7 5 9 E } NASA { F 0 4 9 4 F 2 6 -A 3 0 7 -4 9 5 4 -8 F B 3 -1 8 A 6 A 4 C 2 4 6 5 9 } Ford { 6 3 1 6 9 1 5 -0 4 F 7 -4 B 4 E -A D E D -2 9 2 9 8 7 1 4 1 E B D } Would you go see an art exhibit by H { B 2 E 2 4 E 4 7 -E 0 3 D -4 9 8 E -A 8 A -3 4 5 0 7 E B D 1 D } Should the Challenger be launched? { 4 A E 1 6 8 B C -7 9 6 -4 D 4 1 -8 1 C 7 -6 8 2 1 0 1 D 8 9 2 5 A } ures do customers want in their car? (Edsel) 2/10/11 2. Designing Research Project 1. What data do I need to answer my question?...
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This note was uploaded on 02/09/2011 for the course MKTG 301 taught by Professor Staff during the Fall '08 term at George Mason.

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Marketing Research - Click to edit Master subtitle style...

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