0324536380_77278

0324536380_77278 - 8 CHAPTER Marketing Research and Sales...

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Chapter Objectives Marketing Research and Sales Forecasting CHAPTER 8 1 2 4 6 7 Describe the development of the marketing research function and its major activities. Explain the steps in the marketing research process. Distinguish between primary and secondary data and identify the sources of each type. Explain the different sampling techniques used by marketing researchers. Identify the methods by which marketing researchers collect primary data. Explain the challenges of conducting marketing research in global markets. Outline the most important uses of computer technology in marketing research. Identify the major types of forecasting methods. 5 3 8
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CHAPTER 8 Marketing Research and Sales Forecasting THE MARKETING RESEARCH FUNCTION Marketing research Process of collecting and using information for marketing decision making. • Research is central to understanding effective customer satisfaction and customer relationship programs. DEVELOPMENT OF THE MARKETING RESEARCH FUNCTION • First organized marketing research conducted in 1879 by N.W. Ayer. • Second milestone was founding by Charles C. Parlin in 1911 of the nation’s first commercial research department at Curtis Publishing , publisher of The Saturday Evening Post . • 1930s—better sampling techniques and greater accuracy. • Computer technology has significantly advanced market research.
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CHAPTER 8 Marketing Research and Sales Forecasting WHO CONDUCTS MARKETING RESEARCH? • Many firms outsource research needs; major U.S. marketing research firms include ACNielsen and Arbitron . • Syndicated services—regularly provide a standardized set of data to all customers. • Full-service research supplier—conducts complete marketing research projects. • Limited-service research supplier—specializes in a limited number of activities, such as conducting field interviews or performing data processing. CUSTOMER SATISFACTION MEASUREMENT PROGRAMS • Firms often focus on tracking satisfaction levels of current customers and analyze dissatisfaction to identify problem areas. • Organizations may outsource these studies or conduct them themselves.
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CHAPTER 8 Marketing Research and Sales Forecasting THE MARKETING RESEARCH PROCESS • Usually follows a six-step process. DEFINE THE PROBLEM
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This note was uploaded on 03/26/2011 for the course MKT 320 taught by Professor Finder during the Spring '08 term at North Alabama.

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0324536380_77278 - 8 CHAPTER Marketing Research and Sales...

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