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Intro to Marketing Research

by: ajtovar

Intro to Marketing Research MKTG 3633

Marketplace > University of Arkansas > Marketing > MKTG 3633 > Intro to Marketing Research
GPA 4.0

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About this Document

Chapter one notes
Marketing Research
Sarah Jensen
Class Notes
Marketing, research
25 ?




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This 2 page Class Notes was uploaded by ajtovar on Wednesday August 24, 2016. The Class Notes belongs to MKTG 3633 at University of Arkansas taught by Sarah Jensen in Fall 2016. Since its upload, it has received 12 views. For similar materials see Marketing Research in Marketing at University of Arkansas.


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Date Created: 08/24/16
1. Chapter 1 Introduction to Marketing Research 2. Definition of Marketing Research a. Marketing Research is the systematic and objective identification, collection, analysis, dissemination, and use of information, for the purpose of improving decision making related to the identification and solution of problems and opportunities in marketing. 3. Market Research Market a. Marketing Research specifies the information necessary to address these issues b. Manages and implements the data collection process c. Analyzes the results d. Communicates the findings and their implications 4. Classification of Marketing Research a. Problem Identification Research i. Research undertaken to help identify problems which are not necessarily apparent on the surface and yet exist or are likely to arise in the future. Examples: market potential, market share, image, market characteristics, sales analysis, forecasting, and trends research. b. Problem Solving Research i. Research undertaken to help solve specific marketing problems. Examples: segmentation, product, pricing, promotion, and distribution research. ii. Segmentation Research 1. Determine the basis of segmentation 2. Establish market potential and responsiveness for various segments 3. Select target markets 4. Create lifestyle profiles: demography, media, and product image characteristics iii. Product Research 1. Test concept 2. Determine optimal product design 3. Package tests 4. Product modification 5. Brand positioning and repositioning 6. Test marketing 7. Control score tests iv. Pricing Research 1. Pricing policies 2. Importance of price in brand selection 3. Product line pricing 4. Price elasticity of demand 5. Initiating and responding to price changes 6. Promotional research 7. Optimal promotional budget 8. Sales promotion relationship 9. Optimal promotional mix 10.Copy decisions 11.Media decisions 12.Creative advertising testing 13.Evaluation of advertising effectiveness 14.Claim substantiation v. Distribution research 1. Types of distribution 2. Attitudes of channel members 3. Intensity of wholesale & resale coverage 4. Channel margins 5. Location of retail and wholesale outlets 5. Marketing Research Suppliers & Services a. Internal suppliers b. External suppliers i. Full-service suppliers ii. Syndicated services iii. Standardized services iv. Customized services v. Internet services vi. Limited-service suppliers vii. Field services viii. Focus groups and Qualitative services ix. Technical and Analytical services x. Other services The role and salient characteristics of marketing research can be described by the acronym RESEARCH: R ecognition of information needs E ffective decision making S ystematic and objective E xodus/dissemination of information A nalysis of information R ecommendations for action C ollection of information H elpful to managers


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