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Kotler on Marketing
Marketing is becoming a battle based more on information than on sales power.
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Chapter Objectives
In this chapter, we focus on the following questions:
What are the components of a modern marketing information system? What constitutes good marketing research? How can marketing decision support systems help marketing managers make better decisions? How can demand be more accurately measured and forecasted?
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The Marriott Vacation Club International Web site gives interested customers the opportunity to sell themselves on the Marriott offerings
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CEOExpress.com is a portal to informationa user clicks on a listing and is then connected to that site
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B. C.
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Research Instruments
Questionnaires Psychological tools Mechanical devices Quantitative measures
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Small airlines generally give better service than large ones. Strongly Disagree Neither agree Agree Strongly disagree nor disagree agree 1_____ 2 _____ 3_____ 4_____ 5_____
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www.wansink.com is a consumer psychology Web site set up by Dr. Brian Wansink of the University of Illinois
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Judgment sample
Quota sample
The researcher finds and interviews a prescribed number of people in each of several categories
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Table 5-4: The Seven Characteristics of Good Marketing Research 1. Scientific method 2. Research creativity Effective marketing research uses the principles of the scientific method: careful observation, formulation of hypotheses, prediction, and testing. At its best, marketing research develops innovative ways to solve a problem: a clothing company catering to teenagers gave several young men video cameras, then used the videos for focus groups held in restaurants and other places teens frequent. Marketing researchers shy away from overreliance on any one method. They also recognize the value of using two or three methods to increase confidence in the results. See text for complete table
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3. Multiple methods
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2. Discriminant analysis:
3. Factor analysis:
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SIC 2511
Market Potential (a x b x c)
1 5
6 2
3 1
10 10
5 5 30
60 100
15 25 200
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2521
1 5
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BDI
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Market-Test Method
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