1. Essential Question? How can I MAKE GOOD DECISIONS? Marketing Research - How can I make good decisions 1 Market Research

2. Marketing Research - How can I make good decisions 2 MARKETING RESEARCH

3. Marketing Research - How can I make good decisions 3

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7. Mktg Info Mgt System Marketing Research - How can I make good decisions 7 Systematic process of regularly: 1) gathering 2) recording 3) analyzing 4) distributing Data related to mktg goods/services

8. HELPS BUSINESS BY: Marketing Research - How can I make good decisions 8 Determine customer wants and needs Solve marketing problems Help anticipate future problems Increase sales & profits Offer products consumers want Help plan future promotions & sales

9. DIFFICULTIES Marketing Research - How can I make good decisions 9 Getting people to take survey Bias among groups (lie to say what they think you want them to)

10. TECHONOLOGICAL IMPACT Marketing Research - How can I make good decisions 10 Collect more info Distribute info quicker More professional More applicable Just in time

11. RESEARCH PROCESS Marketing Research - How can I make good decisions 11 Define Problem Obtain Data Analyze Data Recommend Solutions Apply Results

12. TYPES of RESEARCH Marketing Research - How can I make good decisions 12 Media Advertising – ex. Neilson ratings Product – point of sale, test mktg Sales Consumer – study behavior, attitude, motivation to buy Market – define potentionaltgtmkt, investigate mkt for a product

13. Types of Data Marketing Research - How can I make good decisions 13

14. COLLECTION METHODS Marketing Research - How can I make good decisions 14 (Survey) Mall Intercept Focus Group Telephone Survey Mail Questionnaire (Other) Panel Discussion Experiment/Test Marketing Observation

15. Mall Intercept Marketing Research - How can I make good decisions 15

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19. Focus Group Marketing Research - How can I make good decisions 19

20. Focus Group Marketing Research - How can I make good decisions 20

21. Focus Groups Marketing Research - How can I make good decisions 21

22. Telemarketing Marketing Research - How can I make good decisions 22

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26. TYPES OF SURVEY QUESTIONS Marketing Research - How can I make good decisions 26 Open Ended Forced Choice Yes/no Multiple choice (be sure to have e. other) Rating scale (ex. 1-5 with 1 best) Level of agreement (disagree, strongly disagree, slightly disagree

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29. SURVEY WRITING GUIDELINES Marketing Research - How can I make good decisions 29 Clear and brief Same scale for similar questions Design appealing to consumers Numbers Directions Personal & Demographic questions at end (more likely to answer) Use more than one type of question