How is marketing research used?
Sandy wants to know if her company has a good reputation.
What is "how is a company perceived"?
The process and methods used to gather information, analyze it, and report findings related to marketing goods and services
What is Marketing research?
Opinion polls, satisfaction surveys
What are examples of attitudinal research?
A set of procedures and methods that regularly
generates, stores, analyzes, and distributes information for making marketing and other
business decisions.
What are marketing information systems?
Marketing research that focuses on smaller numbers of people and tries to answer questions that begin with "why" or "how"
What is qualitative research?
When is the best time to create brochures for tourists who might want to take a vacation to Guam?
What is "determine buying cycles?
To obtain information
What is the purpose of marketing research?
Sales forecasting, economic forecasting
What is market intelligence research?
Customer profile data, company records, competitor records, government data, marketing research reports
What type of data are found in a marketing information system?
Marketing research that answers questions that begin with "how many" or "how much"
What is quantitative research?
A local TShirt company wants to target their designs to local teenagers.
What is determining a customer's attitudes and preferences?
Identify marketing opportunities, solve marketing problems, implement marketing plans and monitor marketing performance.
How do businesses use marketing research?
New products, existing products
What is product research?
face to face sales, website visits, service requests, etc...
What are customer touch points?
Also known as "opinion" research
What is Attitude research?
A focus group on users of Stanley cups.
What is "test product features"?
Small businesses, large corporations, non-profit organizations, state and government
Who uses marketing research?
print, broadcast, internet
What is media research?
Another word for data base marketing
What is customer relationship management?
Also known as market research concerned with the size and location of a market, competition and segmentation within the market for a particular product.
What is market intelligence?
Marlene owns her coffee shop in Agana and decides to purchase coffee at a popular coffee shop in Tumon.
What is "learn about competitive products"?
Not paying attention to different markets, what/why consumers are buying.
What is a "costly" mistake companies can make?
Amount of money and time, fast-changing markets may not allow time for research
What are limitations of marketing research?
offers discounts and other rewards to encourage customers to shop at a particular retailer
What are customer loyalty programs?
Also known as "advertising" research
What is media research?