prin. of mktg - chapter 7
TRANSCRIPT
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Market Research and Market Information
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Market research, the need and the forms Information systems increase the
usefulness of data Growing role of technology in marketing
research Conducting a market research project Gathering and using information about
competitors Ethics enters into the performance of
marketing research
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MarketingMix
MarketingMix
MarketsMarket Segments
MarketsMarket Segments
ExpectationsSatisfaction
ExpectationsSatisfaction
CompetitionCompetition
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The development, interpretation, and communication of decision-oriented information to be used in all phases
of the marketing process.
The development, interpretation, and communication of decision-oriented information to be used in all phases
of the marketing process.
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MarketingResearchActivities
MarketingResearchActivities
MarketingInformationSystem
MarketingInformationSystem
Decision SupportSystem
Decision SupportSystem
SyndicatedServices
SyndicatedServices
MarketingResearchProject
MarketingResearchProject
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On-going, organized procedureto generate, analyze, disseminate,
store, and retrieve information for use in making
marketing decisions.
On-going, organized procedureto generate, analyze, disseminate,
store, and retrieve information for use in making
marketing decisions.
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Computer-based
AllowsInteraction with Data
Uses various methods of analysis Integrate, analyze
interpret information
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Assembled data pertinent to a particular topic
Assembled data pertinent to a particular topic
Enormous collection of data from external or internal
sources compiled by a firm
Enormous collection of data from external or internal
sources compiled by a firm
Sophisticated techniques capable of identifying
patterns and relationships in masses of data
Sophisticated techniques capable of identifying
patterns and relationships in masses of data
DATABASE
DATAWAREHOUSE
DATAMINING
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PRIMARYDATA
PRIMARYDATA ObservationObservation
ExperimentalExperimental
SurveySurvey
TestMarketTest
Market
CookiesCookies
MailMail
TelephoneTelephoneFace to
Face
Face to
Face
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SECONDARYDATA
SECONDARYDATA
Inside the companyInside the company
Outside the companyOutside the company
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Representative Sample
Representative Sample
Data-gathering formData-gathering form
Random samplesConvenience samples
Random samplesConvenience samples
Question wordingQuestion wording
Response formatResponse format
Questionnaire layoutQuestionnaire layout
PretestingPretesting
Question wordingQuestion wording
Response formatResponse format
Questionnaire layoutQuestionnaire layout
PretestingPretesting
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Process of gathering
and analyzingpublic information about competitors
Process of gathering
and analyzingpublic information about competitors
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PrivacyPrivacy
DataDataUseUse
PrivacyPrivacy
DataDataUseUse
PrivacyPrivacy
DataDataCollectionCollection
PrivacyPrivacy
DataDataCollectionCollection
IntrusivenessIntrusivenessIntrusivenessIntrusivenessDeceptiveDeceptive
ImplementationImplementationDeceptiveDeceptive
ImplementationImplementation
FalseFalseRepresentationRepresentation
FalseFalseRepresentationRepresentation
Market Market ResearchResearchMarket Market
ResearchResearch
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Little investmentin market
opportunityresearch
Little investmentin market
opportunityresearch
Significant advances
inmethods
Significant advances
inmethods
ButBut
Projectorientation
Projectorientation
ConflictingobjectivesConflictingobjectives
Predictingbehavior is inexact
Predictingbehavior is inexact
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Marketing research
Marketing information system
Decision support system
Database Data warehouse Data mining Retail scanners Single-source data
Situational analysis Hypothesis Informal
investigation Primary data Secondary data Observation
method Cookies Survey Face-to-face
interviews
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Focus group Telephone survey Mail survey Internet surveys Experiment Test marketing Competitive
intelligence