Chapter+Seven_shortened

Chapter+Seven_shortened - Marketing 350 Fall 2010 Chapter...

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Click to edit Master subtitle style Marketing 350 Fall 2010 Chapter Seven: Marketing Research
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Improving Decisions with Marketing Information Marketing Research ... Ø Specifies Ø Designs Ø Manages
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Ø Analyzes Ø Communicates Marketing Research --(cont.)
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Marketing Research does the following: Ø Assists management in understanding the Ø The MR process involves collection,
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Uses of Marketing Research Ø Planning 1. 2. 3.
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Uses of Marketing Research (cont.) Ø Problem Solving 1. 2. 3.
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Uses of Marketing Research Ø Control 1. 2. 3.
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Characteristics of Good Research Ø Concern for Ø Use or consideration of Ø Research
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Characteristics of Good Research (cont.) Ø Consideration of multiple methods— Ø Consideration of value versus
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The Marketing Research Process I. II. III. Determine IV. Develop
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The Marketing Research Process (cont.) VI. VII. Analysis and V.
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Three General Research Designs 1. Exploratory designs
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Three General Research Designs (cont.) » Cross-sectional surveys - » Longitudinal 2. Descriptive designs
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Three General Research Designs (cont.) » Experiments -- 3. Causal designs
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Test Market Results Initial Repurchase Management Rate Rate Decision
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This note was uploaded on 02/14/2011 for the course MKTG 350 taught by Professor Worsham during the Fall '10 term at South Carolina.

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Chapter+Seven_shortened - Marketing 350 Fall 2010 Chapter...

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