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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Powerpoints Segment 6 - FOCUS GROUP DESCRIPTIVE...

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