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Chapter 10: Marketing research. In this chapter you will learn: Identify the five steps in the marketing research process, describe the various secondary data sources, describe the various primary data collection techniques, summarize the differences between secondary data and primary data, examine the circumstances in which collecting information on consumers is. | marketing research ten Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 1 LEARNING OBJECTIVES LO 10-1 Identify the five steps in the marketing research process. LO 10-2 Describe the various secondary data sources. LO 10-3 Describe the various primary data collection techniques. LO 10-4 Summarize the differences between secondary data and primary data. LO 10-5 Examine the circumstances in which collecting information on consumers is 2 Step 1: Defining Objectives and Research Needs 3 Step 2: Designing the Research 4 Step 3: Data Collection Process Secondary data Primary data 5 Converting data into information to explain, predict and/or evaluate a particular situation. Step 4: Analyzing Data and Developing Insights ©Getty Images 6 Step 5: Action Plan and Implementation Digital Vision/Getty Images 7 What are the steps in the marketing research process? What is the difference between . | marketing research ten Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 1 LEARNING OBJECTIVES LO 10-1 Identify the five steps in the marketing research process. LO 10-2 Describe the various secondary data sources. LO 10-3 Describe the various primary data collection techniques. LO 10-4 Summarize the differences between secondary data and primary data. LO 10-5 Examine the circumstances in which collecting information on consumers is 2 Step 1: Defining Objectives and Research Needs 3 Step 2: Designing the Research 4 Step 3: Data Collection Process Secondary data Primary data 5 Converting data into information to explain, predict and/or evaluate a particular situation. Step 4: Analyzing Data and Developing Insights ©Getty Images 6 Step 5: Action Plan and Implementation Digital Vision/Getty Images 7 What are the steps in the marketing research process? What is the difference between data and information? External Secondary Data Syndicated Data Name Services Provided ACNielsen (www.acnielsen.com) With its Market Measurement Services, the company tracks the sales of consumer packaged goods, gathered at the point of sale in retail stores of all types and sizes. SymphonyIRI Group (www.symphonyiri.com) InfoScan store tracking provides detailed information about sales, share, distribution, pricing, and promotion across a wide variety of retail channels and accounts. J.D. Power and Associates (www.jdpower.com) Widely known for its automotive ratings, it produces quality and customer satisfaction research for a variety of industries. Mediamark Research Inc. (www.mediamark.com) Supplies multimedia audience research pertaining to media and marketing planning for advertised brands. National Purchase Diary Panel (www.npd.com) Based on detailed records consumers keep about their purchases (i.e., a diary), it provides information about product movement and consumer behavior in
