Transcript Marketing Research: From Data to Information to Action

Marketing Research:
From Data to Information to
Action
Chapter 1
What is Marketing Research?
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“The systematic and
objective process of
generating
information to aid in
making marketing
decisions.”
Examples:
Source: wetranslate.yolasite.com
Marketing Research
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Marketing Mix
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Source: http://www.dotcomweavers.com
Product
Price
Place
Promotion
External Environment
Who Does Marketing Research?
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Producers of Products &
Services
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Why?
Ad Agencies
Market Research
Companies
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Syndicated research
Custom-designed research
Source: http://marketingmunch.com
Market Research Process
Marketing Research Ethics
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Definition:
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Good Marketing Research should be:
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Unbiased
Truthful
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Advocacy Research
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Sugging