chapter 4 conducting marketing research casido
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
#TheMarketingResearchProcess
1. Define the problem 2. Develop research plan 3. Collect information
5. Make decision4. Present findings
#TheMarketingResearchProcess
Observation
Survey research
Behavioral data Experimental
Research Approaches
Focus Group
#TheMarketingResearchProcess
Research Instrumentsquestionnaires
qualitative measures
technological devices
word association
projective techniques
brand personification
visualization
laddering
#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?
mail telephone personal interview online
#TheMarketingResearchProcess
Contact Methods
#CharacteristicsOfGoodMarketingResearch
scientific method
research creativity
multiple methods
interdependence
value and cost of information
healthy skepticism
ethical marketing
#MarketingMetricsset of measures
quantify
compare
interpret
Marketing performance
#MarketingMixModels
to estimate causal relationships and
to measure how marketing activity affects outcomes
Conducting Marketing Research
#MarketingResearch#TheMarketingResearchProcess#CharacteristicsOfGoodMarketingResearch#MarketingMetrics#MarketingMixModels