BK_Chapter008_Expanded

BK_Chapter008_Expanded - CHAPTER 8 0 Marketing Research and...

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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 0
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CHAPTER 8 Marketing Research and Sales Forecasting Marketing research Process of collecting and using information for marketing decision making. • Marketers use data from a variety of sources to understand customers, target customer segments, and develop long-term customer relationships. • Research is the primary source of information used to make effective marketing decisions. 0
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CHAPTER 8 Marketing Research and Sales Forecasting THE MARKETING RESEARCH FUNCTION • 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 of the nation’s first commercial research department at Curtis Publishing , publisher of The Saturday Evening Post . • Counted Campbell’s Soup cans in the garbage in selected Philadelphia neighborhoods to persuade that company to advertise with the publication. • Research methods grew more sophisticated in the 1930s with better sampling techniques and greater accuracy. • Computer technology has significantly advanced market research. 0
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CHAPTER 8 Marketing Research and Sales Forecasting WHO CONDUCTS MARKETING RESEARCH? • Size and form of research often tied to corporate structure. • Many firms outsource research needs. • Major U.S. marketing research firms include ACNielsen and Arbitron . Syndicated Services • Organizations that regularly provide a standardized set of data to all customers. Full-Service Research Suppliers • Firm that conducts complete marketing research projects. Limited-Service Research Suppliers • Firm that specializes in a limited number of activities, such as conducting field interviews or performing data processing. 0
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CHAPTER 8 Marketing Research and Sales Forecasting CUSTOMER SATISFACTION MEASUREMENT  PROGRAMS • Firms often focus on tracking satisfaction levels of current customers. • Also analyze partial or complete dissatisfaction to identify problem areas
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This note was uploaded on 05/24/2011 for the course MKT 327 taught by Professor Forest during the Spring '09 term at Michigan State University.

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BK_Chapter008_Expanded - CHAPTER 8 0 Marketing Research and...

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