7. Concept 4: Decision 1: Data Sources – Primary or Secondary? Secondary Data Primary Data
8. Concept 5: Decision 2: Research Approaches & Instruments Research Approaches: Marketers collect primary data in five main ways
9. Concept 5: Decision 2: Research Approaches & Instruments Research Instruments: Marketing researchers have a choice of three main research instruments in collecting primary data
12. Concept 7: Two complementary approaches to measuring Marketing Productivity Used to assess marketing effects Used to estimate causal relationships & measure how marketing activity affects outcomes
13. Concept 7: Two complementary approaches to measuring Marketing Productivity Customer- Performance scorecard Stakeholder- Performance scorecard
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15. Concept 9: Marketers break down the market into segments to help them with market planning
19. My Conclusion: Conducting Marketing Research and Forecasting Demand The success of a brand or a product often depends on discovering market opportunities through marketing research and having timely, accurate, and actionable information about consumers and competition in order to make good business decisions.
20. CONDUCTING MARKETING RESEARCH AND FORECASTING DEMAND Zarah Katrina C. Adea Ateneo Graduate School of Business Top 10 Concepts