Académique Documents
Professionnel Documents
Culture Documents
Research
1-2
1-3
Business Research
Information
Reduces
Uncertainty
I dont know
if we
should
offer on-site
child care?
vddf
1-6
Basic research
Applied research
1-7
Basic Research
1-8
1-9
1-10
Applied Research
1-11
1-12
Scientific Method
1-13
1-14
Evaluation Research
Performance-monitoring
Research
1-15
1-16
1-17
Determining When to
Conduct Business
Research
Availability of
Benefits
Time Constraints
Data
Is sufficient time
available before
a managerial
decision
must be made?
No
Yes
No
Is the decision
Yes
of considerable
strategic
or tactical
importance?
No
No
Conducting
Business
Research
1-18
1-19
Research
expenditures
Delay of business
decision and
possible disclosure
of information to
rivals
Possible erroneous
research results
1-20
1-21
Cross-functional Teams
1-22
1-23
Global Research
Business Research is
increasingly global
Market knowledge is essential
A.C. Nielsen - more that 67%
international business
1-24
The Internet
Is Transforming Society
Time is collapsing.
Distance is no longer an
obstacle.
Crossing oceans is only a
mouse click away.
People are connected 24 hours
a day, seven days a week.
"Instantaneous" has a new
meaning.
1-25
1-26
Internet Research
vddf
27
1-28
1-29
1-30
identification
collection
analysis
dissemination
and use of information
identification and
solution of problems and opportunities in
marketing.
1-31
Market Research
Classification of Marketing
Research
Problem Identification Research
1-32
A Classification of Marketing
Research
1-33
Marketing Research
Problem
Identification Research
Market Potential Research
Market Share Research
Market Characteristics Research
Sales Analysis Research
Forecasting Research
Business Trends Research
Problem Solving
Research
Segmentation Research
Product Research
Promotion Research
Distribution Research
1-34
PRODUCT RESEARCH
Test concept
Package tests
Product modification
Test marketing
1-35
0.00%
APR
PRICING RESEARCH
Copy decisions
Media decisions
Claim substantiation
Pricing policies
$ALE
1-36
Determine
Types of distribution
Attitudes of channel members
Intensity of wholesale & resale
coverage
Channel margins
Location of retail and wholesale
outlets
1-37
Research Process
Step 1: Problem Definition
Step 2: Development of an Approach to
the
Problem
Step 3: Research Design Formulation
Step 4: Fieldwork or Data Collection
Step 5: Data Preparation and Analysis
Step 6: Report Preparation and
Presentation
1-38
Consumers
Employees
Shareholders
Suppliers
Uncontrollable
Environmental
Factors
Controllable
Marketing
Variables
Marketing
Research
Product
Pricing
Economy
Technology
Promotion
Distribution
Assessing
Information
Needs
Providing
Information
Marketing
Decision
Making
Marketing Managers
Market Segmentation
Target Market Selection
Marketing Programs
Performance & Control
Laws &
Regulations
Social & Cultural
Factors
Political Factors
1-39
INTERNAL
FULL SERVICE
Syndicate
Services
Standardized
Services
Internet
Services
Customiz
ed
Services
EXTERNAL
LIMITED SERVICE
Branded
Products
and Services
Field
Services
Coding and
Data Entry
Services
Analytical
Services
Data
Analysis
Services