Boone Kurtz Expanded PPT Ch10
Chapter 10
MARKETING
RESEARCH
AND SALES
FORECASTI
NG
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
1
Chapter 10 Marketing Research and Sales Forecasting
Objectives
1. Describe the development of the marketing research function and its major activities.
2. Explain the steps in the marketing research process. 3. Distinguish between primary and secondary data, and identify the sources of each type.
4. Explain the different sampling techniques used by marketing researchers.
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
2
Chapter 10 Marketing Research and Sales Forecasting
Objectives
5. Identify the methods by which marketing researchers collect primary data.
6. Explain the challenges of conducting
marketing research in global markets.
7. Outline the most important uses of
computer technology in marketing research.
8. Identify the major types of forecasting methods. © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
3
Chapter 10 Marketing Research and Sales Forecasting
Introduction
▮ Marketing research - Collecting and using information for marketing decision making
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
4
Chapter 10 Marketing Research and Sales Forecasting
Development of the Marketing
Research Function
▮ Advertising pioneer N. W. Ayer conducted the first organized marketing research project in 1879
▮ Charles C. Parlin organized the nation’s first commercial research department at Curtis
Publishing
▮ Research methods grew more sophisticated in the
1930s with better sampling techniques and greater accuracy
▮
MARKETING
RESEARCH
AND SALES
FORECASTI
NG
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
1
Chapter 10 Marketing Research and Sales Forecasting
Objectives
1. Describe the development of the marketing research function and its major activities.
2. Explain the steps in the marketing research process. 3. Distinguish between primary and secondary data, and identify the sources of each type.
4. Explain the different sampling techniques used by marketing researchers.
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
2
Chapter 10 Marketing Research and Sales Forecasting
Objectives
5. Identify the methods by which marketing researchers collect primary data.
6. Explain the challenges of conducting
marketing research in global markets.
7. Outline the most important uses of
computer technology in marketing research.
8. Identify the major types of forecasting methods. © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
3
Chapter 10 Marketing Research and Sales Forecasting
Introduction
▮ Marketing research - Collecting and using information for marketing decision making
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
4
Chapter 10 Marketing Research and Sales Forecasting
Development of the Marketing
Research Function
▮ Advertising pioneer N. W. Ayer conducted the first organized marketing research project in 1879
▮ Charles C. Parlin organized the nation’s first commercial research department at Curtis
Publishing
▮ Research methods grew more sophisticated in the
1930s with better sampling techniques and greater accuracy
▮