Chap009 - MARKETING RESEARCH 09 CHAPTER Marketing Research...

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CHAPTER MARKETING  RESEARCH 09
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9-2 LEARNING OBJECTIVES Marketing Research LO1Identify the five steps in the marketing research process. LO2Summarize the differences between secondary data and primary data. LO3Describe the various internal and external secondary data sources. LO4Describe the various primary data collection techniques. LO5Examine the circumstances under which collecting information on consumers is ethical.
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9-3 Domino’s Courtesy Domino’s Pizza, LLC
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9-4 Market Research  Outcome What might have Chef Boyardee learned in research to design this product and this print ad? Ad Courtesy of ConAgra Foods
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9-5 Marketing Research .
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9-6 What Would You Do? He has just finished giving a successful presentation to a major client. The client has asked for a list of companies that participated in the study and copies of all the completed surveys. Meet Aaron, a marketing researcher: CASRO Website Ryan McVay/Getty Images
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9-7 The Marketing Research Process
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9-8 Step 1: Defining the Objectives and Research  Needs
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9-9 Step 2: Designing the Research
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9-10 Step 3:   Data  Collection Process Secondary data Secondary data Primary data Primary data
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9-11 External Secondary Data Syndicated Data
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External Secondary Data Scanner Research Information Resources, Inc. AC Nielsen
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Chap009 - MARKETING RESEARCH 09 CHAPTER Marketing Research...

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