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Before an upcoming film's release studios will ask prospective moviegoers in the target audience three questions: (1) Are you aware of the film? (2) Are you interested in seeing the film? And (3) Will you see the film? Studios also use "social listening" to understand what potential moviegoers are saying on Twitter, YouTube, Tumblr, Facebook, Instagram, and other social media sites. Studios use these data to monitor a promotional campaign, forecast the movie's opening weekend box-office sales and, if necessary, add additional marketing activities to promote the film. See Chapter Opener Example: MARKETING RESEARCH GOES TO THE MOVIES.Marketing teams must be vigilant in looking for ways to improve the analysis and results in orderto learn lessons that might apply to future marketing research efforts. Evaluating the results of marketing research involvesrequesting the firm's salespeople to forecast sales during a coming period.asking prospective customers if they are likely to buy the product during some future time period.
collecting projections from all regional sales managers and making projections based on a region-to-region basis.determining if the marketing research and analysis used to develop the recommendations was effective.collecting data from marketing experts about changes in the environment.Evaluating the decision process used involves asking the question: Was the marketing research and analysis used to develop the recommendations effective?In which step of the research process is it crucial that marketers be clear on the purpose of the research?Define the problem.Develop findings.Collect relevant information.Develop the research plan.Take marketing actions.Step 1 of the five-step marketing research approach, define the problem, includes setting the research objectives and identifying possible marketing actions. In setting research objectives, marketers have to be clear on the purpose of the research that leads to marketing actions. See Figure 8-1.After defining the problem and developing the research plan, the next step in the five-step marketing research approach is toplan the research budget.develop findings and recommendations.collect relevant information.identify the constraints on the process.take marketing actions.Step 3 in the research process is to collect relevant information. See Figure 8-1.Consider the LEGO Group MINDSTORMS®product. If the marketing research measure of success is assembly time for a particular design meant for middle-school students, which would be the best possible marketing action if the results of a marketing research study concluded, "All10 teams could assemble Design B in 20 minutes but only three teams completed Design A"?
Redesign the kits so that assembly time is more uniform.