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Data and Marketing Research

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This presentation, given to MBA students at Morrison University, covers the importance of credible data and research in marketing.

This presentation, given to MBA students at Morrison University, covers the importance of credible data and research in marketing.

Published in: Business

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  • 1. DATA & MARKETING RESEARCH  The building blocks of behavior change Bob Conrad, Ph.D., APR July 24, 2012 | Morrison University
  • 2. DATA & MARKETING RESEARCH What is/are data? Bob Conrad, Ph.D., APR
  • 3. DATA & MARKETING RESEARCH Free Data • In groups of 4-5, identify 5 sources of free (or low-cost) data: – You have 5 minutes! Bob Conrad, Ph.D., APR
  • 4. DATA & MARKETING RESEARCH Data Analysis • Problem definition • Targeting • Meaningful insights • Reducing human bias – WHY? – Prone to many fallacies – Ex. Double-blind studies – Data mining: reveal patterns otherwise not visible • Informed decision making • Buyer behavior Bob Conrad, Ph.D., APR
  • 5. DATA & MARKETING RESEARCH Data Gathering • Primary (your own) v. secondary (others) • Observational research • Survey research • Experimental research Bob Conrad, Ph.D., APR
  • 6. DATA & MARKETING RESEARCH Ex. 1 • What if … – We want to increase website traffic to ThisisReno.com? Bob Conrad, Ph.D., APR
  • 7. DATA & MARKETING RESEARCH Ex. 2 • What if … – We need to know more? – And even more? Bob Conrad, Ph.D., APR
  • 8. DATA & MARKETING RESEARCH Ex. 3 • What would you do? – Based on what you know, what do you recommend? – Regroup – Come up with 3 recommendations (based on data presented) – You have 5 minutes! Bob Conrad, Ph.D., APR
  • 9. DATA & MARKETING RESEARCH Our new data-driven reality
  • 10. DATA & MARKETING RESEARCH Summary • Use data to change behavior – Our own – Others • Make better decisions • Improve products / services • Focus on what is important Bob Conrad, Ph.D., APR
  • 11. DATA & MARKETING RESEARCH Free sources • Datahub: http://thedatahub.org/ • FreeLunch: http://www.economy.com/freelunch/default.asp • Data.gov: http://www.data.gov/ • Census.gov: http://www.census.gov/ • Nevada: http://quickfacts.census.gov/qfd/states/32000.html Bob Conrad, Ph.D., APR
  • 12. DATA & MARKETING RESEARCH Questions?  775-636-7959 bob@conradcommunications.com Bob Conrad, Ph.D., APR