hai67576_ch04.qxd 3/4/02 4:53 PM Page 94 c hapter 4 Strategic Information Management: Secondary Data Sources Learning Objectives After reading this chapter‚ you will be able to 1 Understand how secondary data fit into the marketing research process. 2 3 4 5 Understand how secondary data fit into the customer relationship management (CRM) process. Demonstrate how secondary data can be used in problem solving. List sources of traditional internal secondary
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Marketing research is the systematic and objective identification‚ collection‚ analysis‚ dissemination‚ and use of information for the purpose of improving decision making related to the identification and solution of problems and opportunities in marketing. Problem Identification Research: Research undertaken to help identify problems which are not necessarily apparent on the surface and yet exist or are likely to arise in the future. Examples: market potential‚ market share‚ image‚ market characteristics
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“Why people don’t garden project” In this marketing research project we looked at the question “Why people don’t garden?”. We defined gardening as a digging a hole in the ground and planting a living thing in that hole. We conducted our research using several different means. We used focus group‚ in – depth interview‚ written surveys‚ telephone surveys‚ and internet surveys. Researching gardening we discovered that the term gardening has different meanings to people and they associate it with
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The Evolution of Marketing Research (MR)[edit] Marketing research has evolved in the decades since Arthur Nielsen established it as a viable industry‚ one that would grow hand-in-hand with the B2B and B2C economies. Markets naturally evolve‚ and since the birth of ACNielsen‚ when research was mainly conducted by in-person focus groups and pen-and-paper surveys‚ the rise of the Internet and the proliferation of corporate websites have changed the means by which research is executed. Web analytics
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ANALYSE AND PRESENT RESEARCH INFORMATION GENERAL * Marketing research is the systematic collection‚ recording and analysing of data that deal with the marketing of goods and services to determine the needs and wants of the customer and keeping up with the changes in customer behaviour. * Marketing strategy consists of selecting a target market and designing the “mix ” needs of that target market. * Marketers need information in order to develop‚ implement‚ and evaluate strategies.
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Chapter 30 INTERNATIONAL MARKETING RESEARCH V. Kumar‚ University of Connecticut Introduction A company advertised eyeglasses in Thailand by featuring a variety of cute animals wearing glasses. The advertisement was a poor choice since animals are considered to be a form of low life and no self respecting Thai would wear anything worn by animals (Payne‚ website). Could the company have known about this before the product launch in Thailand? Why did the company fail in spite of coming up with
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BANGLADESH Course Title: Research and Methodology Section: I Group: C Submission of a Research Report A Study On----- Customer satisfaction level in communication issue in Airtel [pic] Submitted To: Course Instructor: Submitted By: Group member’s Name: ID: Research and Methodology Department of Business Administration House # 83‚ Road # 4‚ Kamal Ataturk Avenue‚ Banani‚ Dhaka – 1213 Subject: Submission of research report “Customer satisfaction
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Branches / Areas / Scope of Marketing Research The scope of marketing research is very wide and comprehensive. It includes: 1. Product Research Product means the goods and services which are sold to the consumers. It includes consumer products and industrial products. Product research studies the individual product. It studies the making and marketing of the product. It studies the colour‚ size‚ shape‚ quality‚ packaging‚ brand name and price of the product. It also deals with product modification
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Question 1 When dealing with marketing research the essential parts are linking the consumer‚ customer and the public through various ways of getting information to the marketer. The two vital parts of marketing research is the problem identification research and problem solving research. (Malhotra 2010). The NFL is a sport‚ which is dominated by men for many years‚ only recently has the NFL recognize the potential audience in women. They are now acting quickly so they can capture the different
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School of Management MARKETING 102 COURSE PACK Enrico C. Osi‚ MBA (AGSB)‚ PGD (Monash) Table of Contents Course Syllabus Marketing Defined Business Environment Objectives Business Portfolios Strategies 13 Growth Strategies Market Segmentation Competitor Analysis Customer Analysis Demographics Psychographics Behavioral Market Positioning Methods of Data Collection Importance of Information Types of Business Organizations Small and Medium Enterprises Setting up a Business Marketing Formal Planning The
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