Identify Generate, refine, and evaluate Information Monitor Improve understanding Customers Function By AMA (American that links Public Outline Penulisan Ilmiah Marketing Association) Marketer Definition 1. Problem definition Identification Objective / theoretical foundation Collection Systematic & objective Analysis A set of variables and Marketing Research (MR) their relationships Dissemination Definition The use of information Verbal models Analytical Model Identification Types of AM Purpose: improving decision Graphical models Components making related with Solution of problems Mathematical models 2. Development of an Opportunities in marketing approach to the problem INTRODUCTION TO Research questions MR Process MARKETING RESEARCH Unproven statement or proposition (MR) Market Potential Research about factor or phenomenon Market Share Research Hypotheses Market Characteristics Research Specification of information needed Problem Identification Research Sales Analysis Research Forecasting Research 3. Research design formulation Business Trends Research 4. Field work or data collection Ex.: Lifestyle profiles (demography, media, 5. Data preparation and analysis and product image characteristics Segmentation 6. Report preparation and presentation Classification of MR Ex.: Package test, product positioning, product modification, test marketing Product Research The role of MR Ex.: pricing policies, initiating and responding to price changes Problem-Solving Research Pricing Research Ex.: media decisions, evaluation of advertising effectiveness Promotion Research Ex.: attitudes of channel members, intensity of wholesale and resale coverage Distribution Researchweek 1 Introduction to Marketing Research.mmap - 04/04/2011 - Mindjet
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