F10 MKTG 3104 Student 8. Marketing Research

F10 MKTG 3104 Student 8. Marketing Research - Click to edit...

Info iconThis preview shows pages 1–8. Sign up to view the full content.

View Full Document Right Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: Click to edit Master subtitle style 8/22/11 Marketing 3104 Click to edit Master subtitle style 8/22/11 Content Objectives for Understand the purpose, types, and common uses of marketing research Identify different types of data and their advantages and disadvantages Understand why you need to critically evaluate information Improve your skills in judging information quality Click to edit Master subtitle style 8/22/11 Marketing Research The process of: defining a marketing problem or opportunity, systematically collecting and analyzing information, and recommending actions. Why do we do marketing research? Reduce uncertainty about decisions Click to edit Master subtitle style 8/22/11 Common Marketing Research Uses Demand forecasting Segmentation and targeting Who is in the market? How can we group them to discover unmet needs, new target segments? Market tracking Monitor over time: Market size, market shares Customer preferences, attitudes, satisfaction Customer channel use, media use New product testing Behavioral intention (How likely are you to buy ) Willingness to pay (What is the most you would pay for) Advertising testing Marketing mix changes Click to edit Master subtitle style 8/22/11 Types of Marketing { 8 E B 2 3 E 3 6 -F 3 A 4 -4 1 6 A -A 4 0 2 -B 7 2 6 D 1 7 C F E 2 A } Exploratory Research { 7 C 8 A B D 6 3 -B 0 C 0 -4 A 0 C -A 7 3 7 -0 4 3 F 1 B F A E 2 7 8 } Causal Research { B 1 D 6 F B D F -A 0 D A -4 6 C F -A 5 8 4 -8 C 3 F 2 A 8 9 C 4 0 D } Descriptive Research Exploratory Research = Used when the research problem is not well defined E.g., How do we improve our distribution channels? v Observe shoppers v Analyze sales trends Click to edit Master subtitle style 8/22/11 Types of Marketing { 8 E B 2 3 E 3 6 -F 3 A 4 -4 1 6 A -A 4 0 2 -B 7 2 6 D 1 7 C F E 2 A } Exploratory Research { 3 6 A E B 4 -F B C-4 C 9 C -8 E 6 C -C 1 5 6 5 B 8 7 D D 7 A } Descriptive Research { 7 C 8 A B D 6 3 -B 0 C 0 -4 A 0 C -A 7 3 7 -0 4 3 F 1 B F A E 2 7 8 } Causal Research Descriptive Research : measures the frequencies of variables or associations between them. Variable Frequency v Demographic data from the U.S. Census (age, income) v Clickstream data (#clicking each link, repeat clicks) v Customer satisfaction ratings Click to edit Master subtitle style 8/22/11 Types of Marketing Causal Research = Used to assess whether one variable causes another (e.g., Does humor in ads affect brand image?) Is humor in ads related to brand image?...
View Full Document

Page1 / 28

F10 MKTG 3104 Student 8. Marketing Research - Click to edit...

This preview shows document pages 1 - 8. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online