MKT 100 Lecture Notes - Lecture 7: Ekos Research Associates, Forrester Research, Ipsos

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Tatiana Astray

Document Summary

Place, price and promotion decisions: consumer and b2b buying behaviours; global marketing and cultural differences; new product. Development, branding and customer service; assess the effectiveness of pricing, promotions, Product and service delivery strategies: firms invest millions of dollars for marketing research (canada"s market research industry: a little under half a billion dollars, major players include: angus reid, compas, harris/decima, ekos research associates, Ipsos reid, leger marketing, polara, strategic counsel: foreign-owned firms: nielsen canada, forrester research, not only do corporate/retailing ventures use research but so do non-profit organizations and governments, serve their constituencies better. Will it provide insights beyond what the managers already know. *question 1 & 2: value of the research; can be expensive, if results aren"t useful/management doesn"t abide by findings, it represents a waste of money. Step 1: define the research problem and objectives. Design the research plan: researchers identify the type of data needed and the type of research necessary to collect.