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ch. 9 Marketing Research student version

ch. 9 Marketing Research student version - Marketing...

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© 2010 Robert H. Smith School of Business University of Maryland Marketing Research Chapter 9 Professor Whitney Fall 2010
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© 2010 Robert H. Smith School of Business University of Maryland Define marketing research and explain its importance to marketing decision making. How is marketing research used? The Role of The Role of Marketing Research Marketing Research
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© 2010 Robert H. Smith School of Business University of Maryland Why marketing research? Improve quality of decision making Trace problems Focus on keeping existing customers Understand changes in marketplace The Importance of Marketing Research
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© 2010 Robert H. Smith School of Business University of Maryland When Should Marketing Research Be Conducted? Where there is a high level of uncertainty When value of research information exceeds the cost of generating the information When time permits it
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© 2010 Robert H. Smith School of Business University of Maryland 5 Marketing Research Studies Products Products Advertising Advertising Prices Prices Packages Packages Names and Logos Names and Logos Service Quality Service Quality Buying habits Buying habits Color Preferences Color Preferences Uses Uses Awareness Awareness Brand Image Brand Image New product concepts New product concepts Traffic patterns Traffic patterns Needs & Wants Needs & Wants Competitive Intell. Competitive Intell.
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