Topic marketing research process step 3 data

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Topic: Marketing Research Process Step 3--Data Collection Process 137. (p. 199) What are the most important elements in the presentation of results? Students should highlight the importance of the executive summary and concise presentation of recommendations. They should comprehend the importance of quality over quantity. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 09-01 Identify the five steps in the marketing research process Topic: Marketing Research Process Step 5--Action Plan and Implementation 138. (p. 181- 200) Robert was extremely embarrassed. He was giving a presentation on the research findings to the senior executives of the company. The CEO of the company stopped him in the middle of the presentation and said, "This is not what I asked for or needed. This meeting is over. Reschedule the meeting when you're prepared." What do you suppose could have gone wrong, and what should Robert do? There are two likely reasons for the CEO's comments. First, it could have been Robert's presentation, which may not have been precise or targeted to the executives' needs. This would be relatively easy to fix with a new presentation format. The second likely reason is that the research objectives did not match the CEO's needs. This will require re-evaluation of the entire process and the work done to date. It may require starting over. Robert should collect his thoughts, look at the presentation objectively and work with a member of the executive team to determine what could be salvaged. AACSB: Analytic Blooms: Apply Difficulty: 3 Hard Learning Objective: 09-01 Identify the five steps in the marketing research process Topic: Marketing Research Process 139. (p. 200) Marketers often have a huge amount of information about their customers. What ethical issue should marketers include in their decisions regarding how to use this information?
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They need to respect and protect the privacy of individual customers. AACSB: Analytic Blooms: Remember Difficulty: 2 Medium Learning Objective: 09-05 Examine the circumstances under which collecting information on consumers is ethical. Topic: The Ethics of Using Customer Information 140. (p. 181) If senior management already has made their decision, should market research be conducted? It depends! If you are directed to do the research, you will need to produce something. If management has made up their mind, in theory, there is no need for research. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 09-01 Identify the five steps in the marketing research process Topic: Marketing Research Process 141. (p. 187) If your manager asked you to review invoice data for the last six months to look for any trends or changes, what kind of market research activity would you be engaged in? Data mining.
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