Import competition has pushed the Women's and Girls' Apparel Manufacturing industry into a state of
decline, with revenue estimated to drop at an average annual rate of 4.2% over the five years to 2012 to
$8.6 billion. With most apparel
Chapter 3 Problem Definition, Exploratory Research, and the Research Process
The Problem Definition Process:
1. Recognize the problem or opportunity
- Opportunity identification- using marketing research to find and evaluate new
2. Find out
The Nature of Marketing
Marketing- activity, set of institutions, and processes for creating, communicating,
delivering, and exchange offerings that have value for customers, clients, partners, and
society at large.
Marketing Concept- a busin
Students Opinions Towards
Table of Contents:
Recruitment of Interviewees
MKT 473 Study Guide Exam 3-Dr. Reynolds
Overall, make sure you have read the chapters and you know the terms and concepts discussed in class. Make sure you
know the terms and issues covered in class and in the slides. There also may be questions that focu
MKT 473 Notes 1/21-2/9
1) The Nature of Marketing
a) Marketing and The Marketing Concept: discovering and satisfying customer
i) EX: chocolate covered fries from McDonalds
ii) EX: Oreos debuted during the Bachelor
iii) EX: AT&T d
MKT 473-001: Marketing Research
Chapters 1: Seeing What Marketing Research Can Do for You
What is MR about?
o Marketing research is about knowing, understanding, and evaluating To solve
marketing problems, you must obtain the necessary information and in
Chapter 7 Online Marketing Research
Online Secondary Data Resources:
Newsgroups: primary means of communicating with other professionals with special interest
groups on the internet.
Webcam Online Focus Groups
*Pocket Points, double points on Tuesday.
Qualitative: subject to quantification or quantitative analysis. Based on subjective observations
Quantitative: use mathematical analysis. Done using measurable and numeric standards.
The process of assigning numbers or labels to persons, objects, or events in accordance
with specific rules for representing quantities or qualities or attributes.
Rule: The guide, method or command that tells a researcher
Test 2 Work starts here
Random error or random sampling error:
-Error that results from chance variation
*Measuring the weight of a packet of candy
-The difference between the sample value and the true value of the populati
One of a Kind
Sheldon Sugden, Perrin Williams,
Connor Boykin, Carter Adams
MKT 473-Lenita Davis
The apparel industry as a whole has been slowly declining but luckily (in this
case), luxury and high-end apparel has seen an
Volkswagen Social Media Paper
Connor Boykin, Sheldon Sugden
Dr. Lenita Davis
Known by Porsche as the Type 60, the very first production-ready
Beetle debuted at the 1939 Berlin Motor Show a few months before
MKT 473 Study Guide:
Research that is used to help companys their marketing functions
This viewpoint or leaning monitors the external environment to deliver the marketing
This is the heart and soul of marketing re
Chapter 11' Using MeaSorement Scales to Build Marketing
l. Attit 1- re thought to predict behavior only When is high.
b. itemized rating
Ctic)mnc ofthe above .
2. A survey onestion asks respondents to rate Starbucks
Chapter 2 Marketing Research, Industry and Research Ethics
Marketing Research Industry Members
Consumer and industrial goods and services
Government and Universities the various branches of government are both buyers and
providers of marketing r
Traditional Survey Research
Why is survey research so popular?
They need to know why
They need to know how
They need to know who
Survey Research Error:
Random Error or Random Sampling Error: Error that results from chance variation.