Management and Organizational Studies 1021A/B Chapter Notes - Chapter 8: Marketing Mix, Psychographic, Swot Analysis

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MOS 1021A/B Full Course Notes
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MOS 1021A/B Full Course Notes
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108, 109 - do(cid:374)"t (cid:374)eed to k(cid:374)ow resear(cid:272)h (cid:272)o(cid:373)pa(cid:374)ies a(cid:374)d groups. 109 - do(cid:374)"t (cid:374)eed to k(cid:374)ow what stats (cid:272)a(cid:374) does. 113 - do(cid:374)"t (cid:374)eed (cid:1008) seg(cid:373)e(cid:374)ts of the ha(cid:373)(cid:271)urger eater. 117 - do(cid:374)"t (cid:374)eed future of (cid:373)arket resear(cid:272)h. 155, 156, 157 - do(cid:374)"t (cid:374)eed to k(cid:374)ow seg(cid:373)e(cid:374)tatio(cid:374) a(cid:374)alyti(cid:272)s. Lecture 8 - market research, segmentation, targeting, and positioning. Exploratory research: preliminary research that clarifies the scope and nature of a marketing problem or opportunity is referred to as exploratory research. Provides researchers with better understanding of marketing problem or opportunity before focusing on areas that require further research. Marketers may be quick to assume general conclusions about research needs and prone to avoiding the exploratory research step. Provides research projects with direction and identifies where business problems and opportunities may lie. Marketers understand that avoiding exploratory research = risk of heading down wrong path and missing potential opportunities or issues. Conducted with expectation that there will be other research following.

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