UGBA 10 Lecture Notes - Lecture 30: Secondary Source, Focus Group
23 May 2018
School
Course
Professor
Custo Marketig Research Methodologies
April 22
I. Marketing research- primary and secondary data helps executives make more informed
decisios; it does’t tell the what to do
• Focus today on primary data and research techniques
• Example: Outward Bound. Mission: changing lives through challenge and discovery.
o Some of their questions:
▪ What is the market for Outward Bound wilderness programs?
▪ What is the profile of parents of 14-22 year olds who most likely to find
their offering appealing? Why are they interested in the program?
o Marketing issues confronted:
▪ Quirky, hard to define and specific industry
▪ No in-house CRM system, no cross organization data on customers,
inquirers, buyers, or repeat buyers
▪ No in house tracking research on brand awareness or brand
understanding
▪ Only anecdotal understanding of customer wants and needs, and
purchase decision drivers
II. Research planning
• Checkmarks show what was implemented with Outward Bound
• Starts with awareness (unaided) of the category about how they have heard of Outward
Bound. This is needed before screening their market
• Commercial panels: offer marketers large number of potential participants in their
primary quantitative or qualitative research efforts
III. Defining the market
find more resources at oneclass.com
find more resources at oneclass.com
2
UGBA 10 Full Course Notes
Verified Note
2 documents
