MKTG 2800 Lecture Notes - Lecture 8: Sales Operations, Data Mining, Neuromarketing
4 Sep 2016
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Chapter 8 marketing research: from customer insights to actions. Marketing research: the process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions: step 1 define the problem, set research objectives: specific, measurable goals a. i. Exploratory research: provides ideas about a vague problem a. ii. Descriptive research: involves trying to find the frequency with which something occurs or the extent of a relationship between two factors a. iii. Causal research: tries to determine the extent to which the change in one factor changes another one. Measures of success: criteria or standards used in evaluating proposed solutions to the problem: step 2 develop the research plan, specify constraints: restrictions placed on potential solutions to a problem b. Identify data needed for marketing actions: determine how to collect data c. i. New-product concept- picture or verbal description of a product or service the firm might offer for sale c. ii.
