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Market research rev 12
Market research rev 12
Market research rev 12
Market research rev 12
Market research rev 12
Market research rev 12
Market research rev 12
Market research rev 12
Market research rev 12
Market research rev 12
Market research rev 12
Market research rev 12
Market research rev 12
Market research rev 12
Market research rev 12
Market research rev 12
Market research rev 12
Market research rev 12
Market research rev 12
Market research rev 12
Market research rev 12
Market research rev 12
Market research rev 12
Market research rev 12
Market research rev 12
Market research rev 12
Market research rev 12
Market research rev 12
Market research rev 12
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Market research rev 12

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Transcript

  • 1. Essential Question?
    How can I MAKE GOOD DECISIONS?
    Marketing Research - How can I make good decisions
    1
    Market Research
  • 2. Marketing Research - How can I make good decisions
    2
    MARKETING RESEARCH
  • 3. Marketing Research - How can I make good decisions
    3
  • 4. Marketing Research - How can I make good decisions
    4
  • 5. Marketing Research - How can I make good decisions
    5
  • 6. Marketing Research - How can I make good decisions
    6
  • 7. Mktg Info Mgt System
    Marketing Research - How can I make good decisions
    7
    Systematic process of regularly:
    1) gathering
    2) recording
    3) analyzing
    4) distributing
    Data related to mktg goods/services
  • 8. HELPS BUSINESS BY:
    Marketing Research - How can I make good decisions
    8
    Determine customer wants and needs
    Solve marketing problems
    Help anticipate future problems
    Increase sales & profits
    Offer products consumers want
    Help plan future promotions & sales
  • 9. DIFFICULTIES
    Marketing Research - How can I make good decisions
    9
    Getting people to take survey
    Bias among groups (lie to say what they think you want them to)
  • 10. TECHONOLOGICAL IMPACT
    Marketing Research - How can I make good decisions
    10
    Collect more info
    Distribute info quicker
    More professional
    More applicable
    Just in time
  • 11. RESEARCH PROCESS
    Marketing Research - How can I make good decisions
    11
    Define Problem
    Obtain Data
    Analyze Data
    Recommend Solutions
    Apply Results
  • 12. TYPES of RESEARCH
    Marketing Research - How can I make good decisions
    12
    Media Advertising – ex. Neilson ratings
    Product – point of sale, test mktg
    Sales
    Consumer – study behavior, attitude, motivation to buy
    Market – define potentionaltgtmkt, investigate mkt for a product
  • 13. Types of Data
    Marketing Research - How can I make good decisions
    13
  • 14. COLLECTION METHODS
    Marketing Research - How can I make good decisions
    14
    (Survey)
    Mall Intercept
    Focus Group
    Telephone Survey
    Mail Questionnaire
    (Other)
    Panel Discussion
    Experiment/Test Marketing
    Observation
  • 15. Mall Intercept
    Marketing Research - How can I make good decisions
    15
  • 16. Marketing Research - How can I make good decisions
    16
  • 17. Marketing Research - How can I make good decisions
    17
  • 18. Marketing Research - How can I make good decisions
    18
  • 19. Focus Group
    Marketing Research - How can I make good decisions
    19
  • 20. Focus Group
    Marketing Research - How can I make good decisions
    20
  • 21. Focus Groups
    Marketing Research - How can I make good decisions
    21
  • 22. Telemarketing
    Marketing Research - How can I make good decisions
    22
  • 23. Marketing Research - How can I make good decisions
    23
  • 24. Marketing Research - How can I make good decisions
    24
  • 25. Marketing Research - How can I make good decisions
    25
  • 26. TYPES OF SURVEY QUESTIONS
    Marketing Research - How can I make good decisions
    26
    Open Ended
    Forced Choice
    Yes/no
    Multiple choice
    (be sure to have e. other)
    Rating scale (ex. 1-5 with 1 best)
    Level of agreement
    (disagree, strongly disagree, slightly disagree
  • 27. Marketing Research - How can I make good decisions
    27
  • 28. Marketing Research - How can I make good decisions
    28
  • 29. SURVEY WRITING GUIDELINES
    Marketing Research - How can I make good decisions
    29
    Clear and brief
    Same scale for similar questions
    Design appealing to consumers
    Numbers
    Directions
    Personal & Demographic questions at end (more likely to answer)
    Use more than one type of question

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