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Mkt Principles Chs 8 - 9
Terms in this set (16)
The process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions.
Fact and figures that are newly collected for the project
Facts and figures that have already been recorded before the project at hand
Financial Statements, research reports, files, customer letters, sales call reports, and customer lists.
Census reports, trade association studies and magazines, business periodicals, and Internet-based reports.
Watching people, Mechanical and electronic approaches, Personal approaches.
Primary (Questionnaire Data)
Asking People, Idea generation through in-depth interviews and focus groups. Idea evaluation by mail, online, telephone, and personal surveys.
Simulation Study (Type of Info)
Simulate purchase and usage behavior
Focus Group (Type of Info)
form of qualitative research in which a group of people are asked about their perceptions, opinions, beliefs, and attitudes towards a product,
5 Step Marketing Research Approach
1. Define the Problem
2. Develop the research plan
3. Collect relevant information
4. Develop Findings
5. Take Marketing actions
Aggregating prospective buyers into groups that have Common Needs and will respond similarly to a marketing action
Segmentation Bases and Variables -
Product Features, Usage Rate
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