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MS-CT-KK-C4 conducting MKT research (MR process (define the problem, the…
MS-CT-KK-C4 conducting MKT research
the scope of MKT R
Importance of MKT insights: provide diagnostic information about how and why we observe certain effects in the marketplace and what that means to marketers
Who does MR
small company: Engaging students / professors to design and carry out projects; 2. Using the internet; 3. checking out rivals; 4. tapping into marketing partner expertise;5. tapping into employee creativity & wisdom
3 MR firms: syndicated-service R F; custom MR F; specialty-line MR F.
overcoming barriers to the use of MR
Measuring MKT productivity
MKT metrics
MKT-mix modeling
marketing dashboards
customer-performance scorecard
stakeholder-performance scorecard
MR process
define the problem, the decision alternatives & research objectives
develop the research plan : data sources -- primary research (observation, focus group, surveys, behavior data and experiment) & secondary research -- sampling unit&size&procedure.
collect the information
analyze the information
present the findings
make the decision -- MKT decision support system (MDSS)