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Market Research (Lakeridge)

Market Research (Lakeridge)



Marketing Research Basics for Lakeridge HS Marketing Class. December 17

Marketing Research Basics for Lakeridge HS Marketing Class. December 17



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    Market Research (Lakeridge) Market Research (Lakeridge) Presentation Transcript

    • Market Research
      • Kelli Matthews
      • Consultant
      • [email_address]
      • Verve Northwest Communications
      • Spiderman 2
      • Tough Love
      • Shoeless Joe
      • 3000
    • Shoeless Joe...
    • Tough Love...
    • 3000...
    • Test Screening
      • 300 - 400 people
      • Recruited to see a “sneak preview”
      • Fill out an exhaustive survey about:
        • Film, title, plot, characters, music and marketing program material
    • Think About...
      • Whom would you recruit for a movie test screening?
      • What questions would you ask to help your edit or modify the title or other aspects of the film?
    • Questions
      • Before
        • how old are you?
        • how often do you pay to see movies?
      • After
    • What is it?
      • Used to:
      • Identify & define marketing opportunities
      • Generate, refine & evaluate marketing opportunities
      • Improve understanding of marketing process
      • Marketing research:
      • Specifies the info required to answer research questions
      • Determine best way to collect data
      • Collect the data
      • Analyze the results
      • Communicates the findings and recommendations
    • Answer Questions Like:
      • Planning:
      • What kids of people buy our products?Where do they live? How much do they earn? How many are there?
      • Are the markets for our products increasing or decreasing? Are there new markets that we haven’t reached (and should)?
      • Problem Solving:
      • [product] Which product design is likely to be the most successful?
      • [product] What kind of packaging should we use?
      • [price] What price should we charge for our products
      • [place] Where, and by whom, should our products be sold?
      • [promotion] What combination of media - newspapers, radio, television, magazines - should we use?
    • Why is it important?
      • Seek knowledge
      • Understand your audience
    • Types of Research
      • Primary v. Secondary
      • Qualitative v. Quantitative
      • Demographics:
      • Age
      • Gender
      • Income
      • Education
      • Race
      • Home Ownership
      • Family Size
      Market Segmentation Psychographics: Activities Interest Opinions Other Segmentations: Benefits Economic International
      • Small group conversation
      • Interaction
      • Dynamics
      • Good questions
      About Focus Groups