Giáo án Marketing Management Chapter 4 Conducting Market Research And Forecasting What constitutes good marketing research? What are good metrics for measuring marketing productivity? How can marketers assess their return on investment of marketing expenditures? How can companies more accurately measure and forecast demand?
Chapter Conducting Market Research And Forecasting Objective outline What constitutes good marketing research? What are good metrics for measuring marketing productivity? How can marketers assess their return on investment of marketing expenditures? How can companies more accurately measure and forecast demand? Contents The market research system The market research process Measuring marketing productivit y Forecasting and demand measurem ent Section The Market Research System Gillette Used Extensive Market Research When Designing the Venus What is Marketing Research? Marketing research is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company Types of Marketing Research Firms Syndicate d- service research firms Custom marketin g research firms Specialtyline marketin g research firms Section The Market Research Process The Marketing Research Process Define the problem and research Define the problem and research objectives objectives Develop the research plan Develop the research plan Collect the information Collect the information Analyze the information Analyze the information Present the findings Present the findings Make the decision Make the decision Step 1: Define the Problem, decision alternatives, and the research objectives Define the problem Not too broadly or too narrowly Specify decision alternatives State research objectives