Marketing Tools and TrackingFINAL

Marketing Tools and TrackingFINAL - Marketing Tools and...

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Marketing Tools and Tracking
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A thought starter…. In a perfect world, what type of marketing research studies would you want to execute?
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How Do Interpret Research Without Missing Out Herman Miller Chair “Kenna” New Coke All In The Family Mary Tyler Moore
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What It Comes Down To…… Asking the right questions to the right consumers in the right context…….
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Looking Forward Vs. Looking Backward 80% if marketing research budget spent on “rear view” research 80% of research time in report cards; debates of data quality 85% of research leaders
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Types of Research Qualitative Groups Ethnographies One on Ones Strange “Garbology” Quantitative Secondary Syndicated Primary
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Qualitative vs. Quantitative Qualitative – Exploratory Qualitative - Explanatory Quantative –E numeration of a phenomenon or obtaining probabilistic projections Discovery – little is known re: category, consumer, product, Motivation analysis – the whys behind consumer attitudes/behaviors Market sizing– Overall Size/Segmentation Hypothesis generation Cultural analysis – group differentiation based on cultural impact Projecting findings to be representative of a defined group Positioning - learn how to describe or talk about a product make unique from competitors Bases of segmentation – understand the factors at play in consumer choice. Replication – monitoring comparable statistics at different points in time Initiate research– learn right questions to ask and pose in proper way Interpretation – Reasons for findings in large scale surveys Use of analytic tools to discover market segments or consumer choice processes Idea generation Comprehension Pricing and sales
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Stimuli Concept Exposure Storyboards Product Sampling Projection and Elicitation Techniques Product Sorting
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Marketing Tools and TrackingFINAL - Marketing Tools and...

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