Your SlideShare is downloading. ×
Marketing information and research
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Saving this for later?

Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime - even offline.

Text the download link to your phone

Standard text messaging rates apply

Marketing information and research

1,911
views

Published on

Marketing Research and Information - Chapter 5

Marketing Research and Information - Chapter 5


0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,911
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
32
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Marketing Information and Research
    Chapter 5
  • 2. WHAT IS MARKET RESEARCH?
  • 3. WHY IS MARKET RESEARCHIMPORTANT?
  • 4.
  • 5. TERMS TO KNOW:
    Analysis
    Experiments
    Focus Group
    Input
    Output
    Marketing Research
    Observation
    Survey
    Test Market
    Random Sampling
    Sample
    Simulations
    Storage
    Primary Data
    Secondary Data
  • 6. Consumer Differences
    Page 122
    All consumers have different needs and wants. How can business best meet the unique needs and wants of different market segments?
    How do fast food restaurants meets unique needs/wants of customers?
  • 7. Expanding Choices
    Page 122-123
    Consumers have many more choices of products and services, and much more information about those choices, so their decisions are more informed.
    When was a time that you were overwhelmed with too many choices?
    Or not enough choices?
  • 8. Competition
    Page 123
    More and more intense. Gather info about competitors products/services to determine strengths and weaknesses.
    How are you going to make sure your products stands out among competition?
  • 9. Approaches to Planning
    Page 124-125
    Read – Approaches to Planning
    • How will each of the companies decide whether to make designs to use for the next year?
    • 10. Which of the companies do you believe will make decision that are most likely to be successful?
    • 11. What is the biggest difference in the way the companies make decisions?
  • Categories of Information
    Page 125
    Consumers
    Marketing Mix
    Business Environment
  • 12. 1. See problem
    Page 136-138
    TERM - Marketing Research
    Define the problem.
    Analyze the situation.
    Develop a Data-Collection Procedure.
    • Primary Data
    • 13. Secondary Data
  • 2. Gather Information
    Page 138-140
    Select the participants.
    • Sample
    • 14. Random Sampling
    Collect the data.
    Analyze the data.
    Prepare the results.
  • 15. 3. Propose a Solution
    Page 140-142
    Research Reports
    Presenting Research Results
    When to use Marketing Research
  • 16. Collecting Primary Data
    Page 144-149
    Conducting Surveys
    Making Observations
    • Observation
    Performing Experiments
    • Experiments
  • True of False
    Focus groups can be composed of participants who are experts on the topic rather than a random sample of the population.
  • 18. True of False
    TRUE
  • 19. True of False
    Marketing research helps businesses that are involved in international competition.
  • 20. True of False
    TRUE
  • 21. True of False
    Surveys should only ask questions that are needed to accomplish the objectives of the research.
  • 22. True of False
    TRUE
  • 23. True of False
    Whether or not to use marketing research depends solely on its cost.
  • 24. True of False
    FALSE
  • 25. True of False
    The most precise and objective information about a potential market segment is obtained through focus groups.
  • 26. True of False
    FALSE
  • 27. True of False
    A great deal can be learned about purchase behavior by observing consumers.
  • 28. True of False
    TRUE
  • 29. True of False
    Secondary data is usually less expensive to obtain than primary data.
  • 30. True of False
    TRUE