F10+MKTG+3104+Student+8.+Marketing+Research+ppt

F10+MKTG+3104+Student+8.+Marketing+Research+ppt - Marketing...

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Marketing 3104 Marketing Research
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Content Objectives for Marketing Research Understand the purpose, types, and common uses of marketing research Identify different types of data and their advantages and disadvantages Understand why you need to critically evaluate information Improve your skills in judging information quality
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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
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Common Marketing Research Uses Demand forecasting 需需需需 Segmentation and targeting 需需需需需需需 Who is in the market? How can we group them to discover unmet needs, new target segments? Market tracking Monitor over time: Market size, market shares Customer preferences, attitudes, satisfaction Customer channel use , media use, product use New product testing Behavioral intention 行行行行    (“How likely are you to buy…” ) Willingness to pay (“What is the most you would pay for…”) Advertising testing Marketing mix changes
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Types of Marketing Research Exploratory Research = Used when the research problem is not well defined E.g., How do we improve our distribution channels 销销销销 ? Observe shoppers Analyze sales trends in each channel Talk with key customers about future needs
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Types of Marketing Research Descriptive Research : measures the frequencies of variables or associations between them. Variable Frequency Demographic data from the U.S. Census (age, income. .) Click stream data (# clicking each link, repeat clicks…) Customer satisfaction ratings Relationships between variables
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Causal Research = Used to assess whether one variable causes another (e.g., Does humor in ads affect brand image?) Is humor in ads related to brand image? Causal research questions use causal words (affect,
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This note was uploaded on 03/02/2012 for the course MKTG 3104 taught by Professor Ebcoupey during the Fall '08 term at Virginia Tech.

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F10+MKTG+3104+Student+8.+Marketing+Research+ppt - Marketing...

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