Powerpoints Segment 6

Powerpoints Segment 6 - ● FOCUS GROUP DESCRIPTIVE ●...

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SEGMENT 6: MARKET RESEARCH (Related chapter in text: 8)
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LEARNING OBJECTIVES Understand the role of marketing research in the organization Be able to give examples of some of the most common uses of marketing research Describe the components of a marketing information system
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LEARNING OBJECTIVES Understand the three basic forms of marketing research -exploratory, descriptive, and causal- and give examples of each Understand the emerging trends in test marketing
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MARKETING RESEARCH ACTIVITIES PROVIDING INFORMATION FOR MARKETING DECISION-MAKING
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USES OF MARKETING RESEARCH DEMAND FORECASTING SEGMENTATION MARKET TRACKING NEW PRODUCT TESTING AD PRETESTING
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FIVE-STEP APPROACH DEFINE THE PROBLEM DEVELOP THE RESEARCH PLAN COLLECT RELEVANT INFORMATION DEVELOP FINDINGS/ RECOMMEN- DATIONS TAKE ACTION/ EVALUATE RESULTS
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MARKETING INFORMATION SYSTEM (MIS) AN INTEGRATED, ONGOING DECISION SUPPORT SYSTEM
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MIS DATA CLASSIFICATION INTERNAL EXTERNAL SECONDARY PRIMARY
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TYPES OF (EXTERNAL, PRIMARY) MARKETING RESEARCH EXPLORATORY DESCRIPTIVE CAUSAL
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EXPLORATORY OBSERVATION DEPTH INTERVIEWS
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Unformatted text preview: ● FOCUS GROUP DESCRIPTIVE ● OBSERVATION- PERSONAL- ELECTRONIC ● SURVEYS- MAIL- PHONE- PERSONAL- WEB KEY FACTORS IN DESCRIPTIVE RESEARCH ● POPULATION ● SAMPLE ● RESPONSE RATE ● REPRESENTATIVENESS ● ERROR (BIAS) TYPES OF SURVEY ERROR ● SAMPLING ● INTERVIEWER ● QUESTIONNAIRE DESIGN CAUSAL EXPERIMENTS- LABORATORY- FIELD (TEST MARKETING) MANIPULATION AND CONTROL : THE KEYS TO CAUSAL RESEARCH • MANIPULATE THE EXPERIMENTAL INDEPENDENT VARIABLE(S) • CONTROL ALL EXTRANEOUS INDEPENDENT VARIABLES EXAMPLE - HAND LOTION EXPERIMENTAL INDEPENDENT VARIABLE : AMOUNT OF OIL 6 ml 8 ml 10 ml DEPENDENT VARIABLE MEASURES: CREAMINESS, GREASINESS TEST MARKETING ● COST ● COMPETITION ● TIMING ● RE-PURCHASE RATE ● FINE TUNING TEST MARKET TWO OR MORE ALTERNATIVE MARKETING PROGRAMS ● PRODUCT FORMULATIONS ● ADVERTISING CAMPAIGN ● PRICING ● PACKAGING STORE DATA ● PRICES ● DISPLAYS ● SPECIALS ● BRAND, COMPETITION HOUSEHOLD DATA (SCANNER PANEL) ● TRIAL ● REPEAT ● FREQUENCY ● VOLUME...
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This note was uploaded on 02/09/2011 for the course MAR 3023 taught by Professor Lutz during the Spring '08 term at University of Florida.

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Powerpoints Segment 6 - ● FOCUS GROUP DESCRIPTIVE ●...

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