TAILIEUCHUNG - Lecture Marketing research (12th edition) - Chapter 3: The marketing research process

Lecture Marketing research (12th edition) - Chapter 3: The marketing research process. In this chapter, the following content will be discussed: Why should we do research? What research should be done? Is it worth doing the research? How should the research be designed to achieve the research objectives? What will we do with the research? | Marketing Research Aaker, Kumar, Leone and Day Twelfth Edition Instructor’s Presentation Slides Chapter Three The Marketing Research Process 2 Marketing Research 12th Edition Overview of Marketing Research Process 3 MR Process Evolves From Answers to Five Key Questions: Marketing Research 12th Edition 4 Marketing Research Process Marketing Research 12th Edition Step 1- Research Purpose Problem or opportunity analysis Which problems or opportunities are anticipated? What is the scope of the problems and the possible reasons? Evaluation of decision alternatives What are the alternatives being studied? What are the criteria for choosing among the alternatives? What is the timing or importance of the decision? Users of Research results Who are the decision makers? Are there any covert purposes? 5 Marketing Research 12th Edition Problem or Opportunity Analysis What Do Today’s Buyers Want? Today’s Buyers are: Skeptical Cautious Tired of selling and sales pressure Busy Confused 6 Marketing .

• Marketing - Bán hàng
• Marketing research
• Lecture Marketing research
• Data collection
• Descriptive research
• Data analysis
• Marketing research process
• Nghiên cứu thị trường
• Marketing environment
• Managing marketing research
• Research ethics
• Online marketing research
• Social media research
• Online qualitative research
• Online survey research
• External marketing environment
• Marketing concept
• Communicating the research results
• Research report
• Managerial decision making
• The marketing research process
• Observational research designs
• Data collection approaches
• Causal research designs
• Qualitative research
• Essentials of marketing research
• Measurement and scaling
• Nature of marketing research
• Planning the research project
• Experimental research techniques
• Project Manager
• Marketing research department
• Marketing intelligence
• Marketing research essentials
• Management decision making
• Problem definition
• Exploratory research
• Traditional survey research
• Qualitative data analysis
• Quantitative data analysis
• Global marketing research
• Applied marketing research
• Internet focus groups
• Survey research
• Types of survey error
• Research design
• Marketing research on the internet
• Issues in data collection
• Attitude measurement
• Marketing research industry
• Services producers
• Causal research
• Syndicated data
• Conduct marketing research
• Marketing data
• Secondary sources
• Marketing mix measures