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Ch. 1 Marketing Research for Decision Making: Intro (Ch. 1 Marketing…
Ch. 1 Marketing Research for Decision Making: Intro
Ch. 1 Marketing Research for Decision Making: Intro/Applications
3. Consumers & Markets
Needs-Based Segmentation
Examines similarities / differences in customer needs
Identify segments for a company's products
Design promotions tailored for segments
Ethnographies
Understanding cultural context considering identity, symbolic meanings, etc.
More detailed info. through prolonged observation
2. Application to the 4 P's
Product
Branding
Positioning via Perceptual Map
Concept & product-testing for new products and product improvements
Price
Identifiable segments with different price sensitivities? Different price line opportunities?
At various price levels: how large is demand, how sensitive to price changes
Place/Dist'n
Retailers: In-store traffic patterns, store image analysis, point-of-purchase optical scanning, customer demographic data
Online Retailers: Behavioral Targeting
Shopper Marketing
Promotion
Quantify returns on advertising.
Compare advertising budget to purchases, clickthroughs, etc.
4. Examples of Theories that Marketing adopts
Diffusion of Innovation
Service characteristics: Reliability, Empathy, Responsiveness, Assurance, Tangibles
Information Overload
Salesperson Success: Likeability, Similarity, Trustworthiness
5. Types of Marketing Research Firms
Standardized
Syndicated
Customized
1. Definition: Marketing Research
Links an Organization to its Market through gathering info
6. Ethics
Abuse of Respondents
Misrepresenting studies
Privacy invasion through Cookies
Breaching respondent confidentiality
Users
Soliciting proposals to learn techniques themselves
Intentionally misrepresenting results
Providers
Not maintaining client confidentiality
Changing pricing; selling unnecessary research
Black-box methodologies
7. Emerging Trends
1) Emphasis on Secondary Data
2) Tech-related info retrieval and data management
3) Intl'l clients
4) Integrating analysis for interpretation of company management
All Rights Reserved by Brent Marinan & University of Arizona
