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Ch7Notes - Chapter7 ConsumerInsight ResearchTypes...

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Chapter 7 Consumer Insight Marketing Research Process  Research Types Questionnaire Design Sampling Plan Internet Brand and Category Analysis (BDI  and CDI)
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is perceived  meanings of  data collected  from the study  of consumer  behavior. Customer Insight Data Insight Attract Retain
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Consumer Insight …about my brand? Competitor’s brand? What do customers think… …buy my brand? Why do customers… …consumer expectations? The opportunities? The threats? What are… …make brand choices? How do customers…
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Marketing Research  is the  acquisition and analysis of information  used to identify and define marketing  opportunities  that connect  consumers to  marketers.
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Diagnostic      Explaining data Diagnostic      Explaining data Predictive Predictive Descriptive   Gathering and presenting  Descriptive   Gathering and presenting  factual statements  factual statements  Attempting to estimate the  results of a planned marketing  decision Marketing Research Is the process of planning, collecting and  analyzing data relevant to a marketing  decision
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Market Research Applied Research Where to open  new bakery? How many potential  customers? Why are sales  declining? Monitor  performance Make better  decisions
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Management Uses of Marketing Research Improve the quality of decision making Retain customers by better  understanding their needs Understand the changing marketplace The average Fortune 200 company  spends $ _11.5 million annually for in- house research
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Uses of Marketing Research Measurement of market potentials Determination of market  characteristics Market share analysis Competitive product studies New-product acceptance Media research Advertising effectiveness
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Marketing Research Studies Products Products Advertising Advertising Prices Prices Packages Packages Names and Logos Names and Logos Services Services Buying habits Buying habits Colors Colors Uses Uses Awareness Awareness Familiarity Familiarity New concepts New concepts Traffic patterns Traffic patterns Wants Wants Needs Needs Politics Politics
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The Market Research Process Define the Problem Design the  Research Conduct the  Research Analyze the data Address the  problem 1 2 3 4 5
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“If I had but one hour to save  the world, I would spend 55  minutes defining the  problem.”  – Albert Einstein Is it cost effective? Will the results matter?
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Ch7Notes - Chapter7 ConsumerInsight ResearchTypes...

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