MKT 415 Chapter 1 Intro to Marketing Research Complete Guide
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MKT 415 Chapter 1 Intro to Mrkt Research Comp
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MKT 415 Chapter 1 Intro To Mrkt Research Comp
MKT 415 Chapter 1 Intro to Marketing Research Complete Guide
marketing research ️the systematic and objective identification, collection, analysis, dissemination,
and use of information that is undertaken to improve decision making related to identifying and solving
problems (also known as ...
MKT 415 Chapter 1 Intro to Marketing Research Complete Guide
marketing research ✔️the systematic and objective identification, collection, analysis, dissemination,
and use of information that is undertaken to improve decision making related to identifying and solving
problems (also known as opportunities) in marketing
marketing research is systematic ✔️meaning that it follows a predictable path
Interactive Marketing Research Organization ✔️a worldwide association of researchers formed in 2000,
dedicated to providing an open forum for the discussion of best practices and ethical approaches to
research being conducted via the Internet
problem-identification research ✔️undertaken to help identify problems that are not necessarily
apparent or that are likely to arise in the future; can be designed to analyze market potential, market
share, brand or company image, market characteristics, and sales, short-range forecasting, long-range
forecasting, and uncovering business trends
problem identification ✔️is the more common of the two forms of research and is undertaken by
virtually all marketing firms; is used to access the environment and diagnose problems
problem-solving research ✔️undertaken to help solve specific marketing problems; addresses many
topics, including market segmentation and product, pricing, promotion, and distribution
segmentation research ✔️-determine the basis of segmentation
-establish market potential and responsiveness for various segments
-select target markets
-create lifestyle profiles:demography, media, and product image characteristics
product research ✔️-test concept
-determine optimal product design
-package tests
-product modification
, -brand positioning and repositioning
-test marketing
-control score tests
pricing research ✔️-pricing policies
-importance of price in brand selection
-product line pricing
-price elasticity of demand
-initiating and responding to price changes
promotional research ✔️-optimal promotional budget
-sales promotion relationship
-optimal promotional mix
-copy decisions
-media decisions
-creative advertising testing
-evaluation of advertising effectiveness
-claim substantiation
distribution research ✔️-determine types of distribution
-determine attitudes of channel members
-determine intensity of wholesale & resale coverage
-determine channel margins
-determine location of retail and wholesale outlets
marketing research process ✔️a set of six steps that defines the tasks to be accomplished in conducting
a marketing research study, problem definition, developing an approach to the problem, research
design, formulation, fieldwork, data preparation and analysis, and report preparation and presentation
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