chapter 4 marketing research and sales forecasting
TRANSCRIPT
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HOW TO ENVISION YOUR PROJECT IN MARKETING
RESEARCH
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CONTENT MARKETING RESEARCH The Marketing Research Function The Marketing Research Methods Conducting International Marketing
Research Interpretive Research Computer Technology in Research
SALES FORECASTING Qualitative Forecasting Techniques Quantitative Forecasting Techniques
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LESSON 4 A OBJECTIVES Describe the development of the marketing
research function and its major activities Explain the steps in the marketing research
process Distinguish between primary and secondary
data and identify the sources of each type Explain the different sampling techniques
used by marketing researchers Identify the methods by which marketing
researchers collect primary data Explain the challenges of conducting
marketing research in global markets Outline the most important uses of computer
technology in marketing research
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OVERVIEW OF MARKETING RESEARCH
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SAMPLING TECHNIQUES PRIMARY METHODS 1. Observation Method 2. Interpretive Researcho SURVEY METHODo 1. Telephoneo 2. Personal Interviewso 3. Focus Groupo 4. Mail and Fax Surveyso 5. Online Surveyso EXPERIMENTAL METHOD
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CHALLENGES IN CONDUCTING MARKETING RESEARCH IN
GLOBAL MARKET Organized by more than 130 Nations Organized by Industry with more than
110 business sectors Personalized Counseling and
Customized Research Guidance on Improving International
Business Strategy Targeting Markets Overseas Evaluating International Business
Partners Increasing Brand Awareness
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INTERPRETIVE RESEARCH method that observes a customer or
group of customers in their natural settings and then interprets their behavior based on an understanding of social and cultural characteristics of that setting
Focuses on understanding the meaning of a product or consumption experience in a consumer’s life.
- Interpretive Researcher spends extensive amount of time studying the culture called “Ethnographic Studies”.
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COMPUTER TECHNOLOGY IN MR Computer Databases provide wealth of data for
marketing research designed to gather facts about consumers
MIS – company’s nerve center computer based system to provide decision makers with continuous flow of information relevant to areas of responsibility
MDSSs- software to help users quickly obtain and apply information that supports marketing decisions
DATA MINING- searching computerized data files to detect patterns
BI- to improve business strategy, tactics, daily operations
CI- finding about competitors’ published sources
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QUIZ
1. Write at least 3 usual data needed in MR on these products?
2. Identify the principal and secondary types of data you need when your business is of this example
3. Explain in 2 sentences the why(s) in Number 2.
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ASSIGNMENT Study Sales Forecasting Identify the major types of forecasting
methods Explain the benefits and limitations of
various forecasting techniques Compute examples of Quantitative
Forecasting Techniques Read Case 4.1 (GROUP OF FOUR)
Samsung and the Gamification Marketing Research and answer the 2 questions for critical thinking to be submitted next meeting after the Prelim Exam
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THANK YOU
FOR YOUR ACTIVE PARTICIPATION