tailieunhanh - Lecture Marketing (11/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. | McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. Identify the reason for conducting marketing research. LO1 Describe the five-step marketing research approach that leads to marketing actions. Explain how marketing uses secondary and primary data. LO3 LO2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 8, YOU SHOULD BE ABLE TO: Discuss the uses of observations, questionnaires, panels, experiments, and newer data collection methods. Explain how information technology and data mining lead to marketing actions. LO4 LO5 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 8, YOU SHOULD BE ABLE TO: Describe three approaches to developing a company’s sales forecast. LO6 What’s in a Movie Name? The Risks of Today’s (and Tomorrow’s) Blockbuster Movies Conduct Test Screenings Use Tracking Studies HOW TEST SCREENINGS AND TRACKING STUDIES REDUCE MOVIE RISKS FIGURE 8-A Marketing research questions asked in test screenings of movies that lead to | McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. Identify the reason for conducting marketing research. LO1 Describe the five-step marketing research approach that leads to marketing actions. Explain how marketing uses secondary and primary data. LO3 LO2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 8, YOU SHOULD BE ABLE TO: Discuss the uses of observations, questionnaires, panels, experiments, and newer data collection methods. Explain how information technology and data mining lead to marketing actions. LO4 LO5 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 8, YOU SHOULD BE ABLE TO: Describe three approaches to developing a company’s sales forecast. LO6 What’s in a Movie Name? The Risks of Today’s (and Tomorrow’s) Blockbuster Movies Conduct Test Screenings Use Tracking Studies HOW TEST SCREENINGS AND TRACKING STUDIES REDUCE MOVIE RISKS FIGURE 8-A Marketing research questions asked in test screenings of movies that lead to specific actions Converting Marketing Research Results into Actions HOW TEST SCREENINGS AND TRACKING STUDIES REDUCE MOVIE RISKS The Challenges in Doing Good Marketing Research Five-Step Marketing Research Approach THE ROLE OF MARKETING RESEARCH LO1 What is Marketing Research? Decision Decision Making FIGURE 8-1 Five-step marketing research approach leading to marketing actions STEP 1: DEFINE THE PROBLEM SET THE RESEARCH OBJECTIVES LO2 Be Specific, Measurable, and Achievable Have a Clear Research Purpose Must Lead to Marketing Actions STEP 1: DEFINE THE PROBLEM SET THE RESEARCH OBJECTIVES LO2 Exploratory Research Descriptive Research Causal Research STEP 1: DEFINE THE PROBLEM IDENTIFY POSSIBLE MARKETING ACTIONS LO2 Measures of Success Possible Marketing Actions Measure of Success: Playtime Children Spent More Time Playing with Old Design Children Spent More Time Playing with New Design Continue with Old Design; Don’t Introduce New Design Introduce New .