TAILIEUCHUNG - Conducting Marketing Research and Forecasting Demand

What constitutes good marketing research? • What are good metrics for measuring marketing productivity? • How can marketers assess | Conducting Marketing Research and Forecasting Demand Marketing Management, 13th ed 4 Chapter Questions 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? 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 Syndicated service Custom Specialty-line The Marketing Research Process Define the problem Develop research plan Collect information Analyze information Present findings Make decision Step 1: Define the Problem Define the problem Specify decision alternatives State research objectives Step 2: Develop the Research Plan Data sources Research approach Research instruments Sampling plan Contact methods Research Approaches .

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