3.04 Interpret marketing information to test hypotheses and/ or solve issues Marketing Management.
Marketing Information Management
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Transcript of Marketing Information Management
![Page 1: Marketing Information Management](https://reader036.fdocuments.in/reader036/viewer/2022081519/5681353e550346895d9ca105/html5/thumbnails/1.jpg)
Marketing Information Management
Marketing Research
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Objectives:
Define marketing research
Discuss the primary uses of marketing research
and why it is important
List the four types of marketing research
Explain the limitations of marketing research
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What is marketing research?
The systematic gathering, recording, and analyzing of information about problems related to marketing goods and services.
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Primary uses of marketing research
Obtain information about potential customer: Preferences
Opinions
Habits
Trends
Plans
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Why is marketing research important?
Marketing research helps companies answer the following questions: What products to produce
Who is your primary customer
Where should the products be sold
How will the products be promoted
At what price will the product sell
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4 Areas of Marketing Research:
Market Research
Product Research
Advertising Research
Sales Research
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1. Market Research
Customer Trends
Buying behavior or how buying decisions are being made
Market Trends
What the customers are buying
Focuses on the customer and the market
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Common Techniques for Market Research
Questionnaires
Focus Groups
Mall Interviews
Phone Interviews
Mystery Shoppers
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2. Product Research
Focuses on the product itself
Product design
Product usage
Product acceptance
Package design
Competitive products
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Common Techniques for Product research
Test Market Product Samples
Mail Newspaper In Store
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3. Advertising Research
Media Type
Two Areas:Advertisement Itself
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Media Type
TV Radio Newspaper Magazine
Focuses on:
Is it reaching your target? Reach
Do they remember the message? Recall
How many times are they seeing it? Frequency
Return on cost
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Advertising Design
Ad Layout
Message
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Testing Advertising Research
Consumer panels Usually a group of people who share common
characteristics Target audience
Ad recall
Written Diaries
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4. Sales Research
The study of sales data
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Primary use
Sales Forecasting: determining the potential sales for a product
Economic Forecasting: determining the potential economic conditions
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Limitations of Marketing Research
Cost $$
Time
Customer commitment / Validity of data
The time lag between research and the
application
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Review
What is marketing research?
Primary uses of marketing research is to obtain what type of information about potential customers?
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Activity