TAILIEUCHUNG - Lecture Marketing (12/e): Chapter 8 – Kerin, Hartley, Rudelius

Chapter 8 - Marketing research: from customer insights to actions. After reading chapter 8, you should be able to: Identify the reason for conducting marketing research, describe the five-step marketing research approach that leads to marketing actions, explain how marketing uses secondary and primary data. | Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. LO 8-3 LO 8-2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 8, YOU SHOULD BE ABLE TO: LO 8-1 Identify the reason for conducting marketing research. Describe the five-step marketing research approach that leads to marketing actions. Explain how marketing uses secondary and primary data. 8- LO 8-5 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 8, YOU SHOULD BE ABLE TO: LO 8-4 LO 8-6 Discuss the uses of observations, questionnaires, panels, experiments, and newer data collection methods. Explain how information technology and data mining lead to marketing actions. Describe three approaches to developing a company’s sales forecast. 8- REDUCING THE RISK OF A MOVIE’S FAILURE WITH TEST SCREENINGS AND TRACKING STUDIES What’s in a Movie Name? The Risks of Today’s (and Tomorrow’s) Blockbuster Movies Conduct Test Screenings Use .

• Marketing - Bán hàng
• Marketing research
• Marketing process
• Lecture Marketing
• Managing the marketing process
• Strategic marketing
• Customer insights
• Lecture Marketing research
• Nghiên cứu thị trường
• Marketing environment
• Managing marketing research
• Research ethics
• Data collection
• Descriptive research
• Data analysis
• Marketing research process
• 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