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BA 320 Lecture 9 Marketing Research - BA 320 Fall 2010...

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BA 320 Fall, 2010
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Today’s Agenda Definition of Marketing Research The Research Process Quantitative vs. Qualitative Research Research Spotlight: “Embedded Rituals”
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Marketing Research Systematic, objective process of collecting, gathering, recording, and interpreting data to help provide insights and drive strategy. Good employment opportunities Requires training in and out of college Most firms view research as an investment But: Use it or lose it (Whirlpool’s World Washer)
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Marketing Research Evolution Random Sampling – 1940s Motivational Research – 1950s – “instant coffee!” Computers – 1950s/1960s Telephone interviews – 1970s Qualitative Methods – Late 1980s (industry first) Internet/Globalization – 1990s DO NOT CALL/EMAIL – 2000s Social Media Research, Netnography, Data Security Issues – “hot” topics of the mid 2000s
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Research Process: Stage 1/Define Objectives What’s the problem we are trying to solve? Why are we doing this research in the first place? Sample Problems for McDonald’s: How can McDonald’s improve its customer experiences and compete with new market entrants (e.g., Panera)?
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