Chapter 8 Research

Chapter 8 Research - Chapter 8 Decision Support Systems and...

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Chapter 8 Decision Support Systems and Marketing Research 1 Emmelhainz and Grantham, MARK 3000 Marketing Research Chapter 8 Marketing Research Marketing Research The process of planning, collecting, and analyzing data relevant to a marketing decision. ; Improve quality of decision making ; Understand why ; Trace problems ; Understand changes in marketplace Importance of Marketing Research
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Chapter 8 Decision Support Systems and Marketing Research 2 Emmelhainz and Grantham, MARK 3000 Common types of research studies ± What changes should be made to a product? ± What color package is most attention-getting? ± Which of 3 different ad campaigns is most likely to increase sales? ± What is the “traffic pattern” inside a mall or a specific store? ± How does a customer specifically use a product? ± How aware are customers of the features of a product? ± At what price would a company sell the largest volume of product? The Marketing Research Process Define Problem 1 Plan Design/ Gather Data 2 Specify Sampling Procedure 3 Collect Data 4 Analyze Data 5 Prepare/ Present Report 6 Follow Up 7 Step 1 –Define problem Marketing Research Problem Management Decision Problem Determining what information is needed and how that information can be obtained efficiently and effectively. A broad-based problem that requires marketing research in order for managers to take proper actions. is translated into a
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Chapter 8 Decision Support Systems and Marketing Research 3 Emmelhainz and Grantham, MARK 3000 Step 2 - Plan research design and gather data Type of data to be collected? Data collection method? Surveys, observation? Sampling techniques? Statistical analyses? Types of Data Data previously collected for any purpose other than the one at hand. Secondary
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Chapter 8 Research - Chapter 8 Decision Support Systems and...

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