e视人苦 Topic 4 Conducting marketing research 2008-3-14
2008-3-14 1 Conducting Marketing Research Topic 4
e视人苦 LEARNING OBJECTIVES After completing this topic, you should know Know what constitutes good marketing research Know what are good metrics for measuring marketing productivity Know how marketers can assess their returns on investment of marketing expenditures 2008-3-14
2008-3-14 2 LEARNING OBJECTIVES • After completing this topic, you should know: – Know what constitutes good marketing research – Know what are good metrics for measuring marketing productivity – Know how marketers can assess their returns on investment of marketing expenditures
e视人苦 Why Marketing Research In addition to monitoring a changing marketing environment, marketers also need to develop specific knowledge about their particular markets Good marketers want information to help them interpret past performance as well as plan future activities Marketers need timely, accurate, and actionable information on consumers, competition, and their brands 2008-3-14
2008-3-14 3 Why Marketing Research ? • In addition to monitoring a changing marketing environment, marketers also need to develop specific knowledge about their particular markets. • Good marketers want information to help them interpret past performance as well as plan future activities. • Marketers need timely, accurate, and actionable information on consumers, competition, and their brands
e视人苦 7 Characteristics of good mkt research Scientific method Research creativity Multiple methods Interdependence of models and data Value and cost of information Healthy skepticism Ethical marketing 2008-3-14
2008-3-14 4 7 Characteristics of Good Mkt Research • Scientific method • Research creativity • Multiple methods • Interdependence of models and data • Value and cost of information • Healthy skepticism • Ethical marketing
e视人苦 Marketing Research Process Define the problem research objectives Develop the research plan Collect the information Analyze the information Present the findings Make the decision 2008-3-14
2008-3-14 5 Marketing Research Process Define the problem & research objectives Develop the research plan Collect the information Analyze the information Present the findings Make the decision