chapter 4 conducting marketing research casido

Conducting Marketing Research Chapter 4 Reyn Casido | February 28, 2017

Upload: reynosa-casido-cpa

Post on 19-Mar-2017

89 views

Category:

Marketing

2 download

Report

Download

Embed Size (px):

TRANSCRIPT

Conducting Marketing Research

Chapter 4

Reyn Casido | February 28, 2017

Conducting Marketing Research

#MarketingResearch#TheMarketingResearchProcess#CharacteristicsOfGoodMarketingResearch#MarketingMetrics#MarketingMixModels

#MarketingResearch

systematic design

collection analysis reporting of data and findings

specific marketing situation facing the company

Page 4: Chapter 4 conducting marketing research casido

#TheMarketingResearchProcess

1. Define the problem 2. Develop research plan 3. Collect information

5. Make decision4. Present findings

Page 5: Chapter 4 conducting marketing research casido

#TheMarketingResearchProcess

Observation

Survey research

Behavioral data Experimental

Research Approaches

Focus Group

Page 6: Chapter 4 conducting marketing research casido

#TheMarketingResearchProcess

Research Instrumentsquestionnaires

qualitative measures

technological devices

word association

projective techniques

brand personification

visualization

laddering

Page 7: Chapter 4 conducting marketing research casido

#TheMarketingResearchProcess

Sampling Plan1. Sampling unit: Whom should we survey?

2. Sample size: How many people should we survey?

3. Sampling procedure: How should we choose our respondents?

Page 8: Chapter 4 conducting marketing research casido

mail telephone personal interview online

#TheMarketingResearchProcess

Contact Methods

Page 9: Chapter 4 conducting marketing research casido

#CharacteristicsOfGoodMarketingResearch

scientific method

research creativity

multiple methods

interdependence

value and cost of information

healthy skepticism

ethical marketing

Page 10: Chapter 4 conducting marketing research casido

#MarketingMetricsset of measures

quantify

compare

interpret

Marketing performance

Page 11: Chapter 4 conducting marketing research casido

#MarketingMixModels

to estimate causal relationships and

to measure how marketing activity affects outcomes

Conducting Marketing Research

#MarketingResearch#TheMarketingResearchProcess#CharacteristicsOfGoodMarketingResearch#MarketingMetrics#MarketingMixModels

MARKETING MANAGEMENT - Syahmardiyacob's Weblog · MARKETING MANAGEMENT 12th edition 4 Conducting Marketing Research and Forecasting Demand Kotler Keller . 4-2 Chapter Questions What

CHAPTER 4 Conducting Marketing Research

Considerations about conducting marketing plans for the

MARKETING MANAGEMENT 12 th edition KotlerKeller CONDUCTING MARKETING RESEARCH Chapter 3

4 Conducting Marketing Research · 2018-04-22 · ConduCTing MARkeTing ReseARCh | chapter 4 123 compete in teams to address company problems. The students gain experience and visibility;

Ch 04 conducting marketing research and demand forecast

Use of Bayesian Decision Analysis to Assess if Conducting Marketing Research is Worthwhile

Conducting Marketing Research & Forecasting Demand · 2020. 2. 4. · Conducting Marketing Research & Forecasting Demand Chapter 4 . Course Structure Defining Marketing Strategic

Ch4 conducting marketing research and forecasting demand

Conducting Marketing Research and Forecasting Demand · PDF fileConducting Marketing Research and Forecasting Demand Marketing information system (intelligence)

4 Conducting Marketing Research and Forecasting Demand

4-1 MARKETING MANAGEMENT Canadian Twelfth Edition 4 Conducting Marketing Research and Forecasting Demand

Conducting an Effective Return-on-Marketing-Investment Analysis

Improved ch 04 conducting marketing research and demand forecast

Conducting Marketing Research and Forecasting Demand Show and Tell PPT

Chapter 29 Conducting Marketing Research 1 Marketing Essentials Chapter 29 Conducting Marketing Research Section 29.1 Marketing Research

Chapter 4 Conducting Marketing Research & Forecasting Demandafnanhossain.weebly.com/uploads/2/6/1/5/26152362/chapter_4.pdf · Chapter 4 –Conducting Marketing Research & Forecasting

Chapter 29 - Weebly...Chapter 29 conducting marketing research Section 29.2 The Marketing Survey Title MARKETING ESSENTIALS Author GLENCOE MCGRAW-HILL …

Conducting Marketing Research and Forecasting Demand Marketing Management, 13 th ed 4

Conducting Marketing Research · •How can marketers assess their return on investment of marketing expenditures? What is Marketing Research? Marketing research is the systematic

Chapter 4: Conducting Marketing Research and Forecasting Demand

Marketing-Information Management LAP 8 Objectives Explain the reasons for conducting a SWOT analysis. Demonstrate procedures for conducting a SWOT analysis

4-1 MARKETING MANAGEMENT Conducting Marketing Research and Forecasting Demand

Chapter 4- Conducting Marketing Research

Chapter 4 Conducting Marketing Research and Forecasting Demand

Conducting Market Research Using Primary · PDF fileConducting Market Research Using Primary Data ... of the “4 Ps” of marketing: – Product ... Conducting Market Research Using

Conducting Revolutionary Research in Preparation for an ... · Conducting Revolutionary Marketing Research... Men in Black Revolutionary? Men in Black In Preparation for an Evolutionary

Section 29.1 Marketing Research Chapter 29 conducting marketing research Section 29.2 The Marketing Survey

In addition to conducting its own independent …...In addition to conducting its own independent advertising and marketing activities, the Company may provide promotional and marketing

Chapter 4 Conducting Marketing Research & Forecasting Demand · Chapter 4 –Conducting Marketing Research & Forecasting Demand Md Afnan Hossain –Lecturer SouthEast University Course

4 Conducting Marketing Research 1. What is Marketing Research? Marketing research is the systematic design, collection, analysis, and reporting of data

Market Research. Conducting Marketing Research and Forecasting Demand

Facebook LIVE Video Marketing - Part 3 of 4 CONDUCTING INTERVIEWS - with BeLive.tv

CONDUCTING A MARKETING PLAN - Global Edulink · 1 Table of Contents The meaning and role of marketing..... 3 A marketing culture ..... 3

4 Conducting Marketing Research and Forecasting Demand · PDF file1 MARKETING MANAGEMENT 12th edition 4 Conducting Marketing Research and Forecasting Demand Kotler Keller 4-2 Marketing