Marketing Research Outline

Marketing Research Outline - Marketing 3104 Marketing...

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

View Full Document Right Arrow Icon
Marketing 3104 Marketing Research
Background image of page 1

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

View Full Document Right Arrow Icon
Content Objectives for Marketing Research Understand the purpose, types, and common uses of marketing research and the growing importance of analytics Identify different types of data and what they can and cannot tell you Understand how to critically evaluate information and why you must Improve your skills in judging information quality
Background image of page 2
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
Background image of page 3

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

View Full Document Right Arrow Icon
Demand forecasting Segmentation and targeting How do customers differ in meaningful ways (that call for different strategies)? What segment has unmet needs? For which segment do we have a distinctive competitive advantage? Market tracking Monitor over time: Market size, market shares Customer preferences, attitudes, satisfaction Customer channel use, media use New product testing Attitude (“How much do you like…” ) Behavioral intention (“How likely are you to buy…” ) Willingness to pay (“What is the most you would pay for…”) Advertising testing Common Marketing Research Contexts
Background image of page 4
The amount of available ___________and the data analytics that turn it into meaningful ______________ The creation of databases that merge individual level ___________ , ____________and _______________ information The strategic use of individual data for customized ___________ The need for marketers well trained in information What is changing in marketing research contexts?
Background image of page 5

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

View Full Document Right Arrow Icon
Types of Marketing Research Used when the research problem is not well defined Used to assess whether one variable causes another Measures the frequency of variables or associations /relationships between them .
Background image of page 6
Types of Marketing Research Variable ____________ v U.S. Census: How many people are in each age group? v Clickstream data? How many visitors does the website have annually? v
Background image of page 7

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

View Full Document Right Arrow Icon
Image of page 8
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

Page1 / 27

Marketing Research Outline - Marketing 3104 Marketing...

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