Intro to Mktg Research

Intro to Mktg Research - Answering Your Questions Answering...

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Unformatted text preview: Answering Your Questions Answering Your Questions Q: What is marketing research? Q: Where did it come from? Q: Where did it come from? Q: Why is it important? Q: What will I learn? Q: How will we proceed? A: Marketing Research A: Marketing Research process of designing, gathering, analyzing, and reporting information that may be used to solve a marketing problem. In other words, it creates marketing deliverables. Examples: Product Development, Pricing Studies, Customer Satisfaction Assessments, Distribution Analysis, Promotion Effectiveness Studies Q: What is Marketing Research? Q: What is Marketing Research? Q: Where did it come from? Q: Where did it come from? 1980's: A: TQM Movement (Deming & Juran) Customer Orientation- research to find customer reaction to product-research to compare product to competitors'-research to find problems with product Q: Why is it important? Q: Why is it important? A: It gives managers answers to important questions if decrease customer defection by 5%, you can increase profits by 25-100% one unhappy customer tells 9-12 others it's five times as costly to attract new customers than it is to retain old ones on average, U.S. firms lose half of their customers every five years The Process Qualitative Research Methods Experiments Survey Development & Analysis Sampling Cross-Tabs t-tests Regression A: Q: What Will I Learn? Q: What Will I Learn? 3 Sections: 1. Getting Started - *dont be fooled!* - Marketing Research Process- Qualitative Research- Research Designs 2. Working with Data- Sampling- Survey Development- Survey Analysis Q: How Will We Proceed?...
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Intro to Mktg Research - Answering Your Questions Answering...

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