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- 2. Table 1.2 Top 50 U.S. Marketing Research Firms
- 3. Table 1.2 Top 50 U.S. Marketing Research Firms (Cont…)
- 4. Table 1.2 Top 50 U.S. Marketing Research Firms (Cont…)
- 5. Table 1.2 Top 50 U.S. Marketing Research Firms (Cont…) *Estimated by Top 50. U.S. and worldwide
- 6. Marketing Research Suppliers & Services
- 7. Market Research Syndicated Services: collect information of known commercial value which they then sell to multiple
- 8. Domestic AAPOR : American Association for Public Opinion Research (www.aapor.org) AMA : American Marketing Association (www.ama.org)
- 9. Marketing Research Associations Online
- 10. Definition of Marketing Research Role Marketing research is the systematic and objective identification collection analysis Dissemination
- 11. Market Research Specifies the information necessary to address these issues Manages and implements the data collection
- 12. Marketing Research role in context
- 13. Defining the marketing research problem
- 14. (1) Problem Identification Research undertaken to help identify problems which are not apparent on the surface
- 15. (2) Problem-Solving Research
- 16. Problem-Solving Research
- 17. Understanding the problem: use the Problem Audit (for discussion with decision maker) The problem audit is
- 18. Understanding the Problem: Expert Interviews, Secondary data, Qualitative Research Expert Interviews – carried out with people
- 19. Management Decision Problem Def. Vs. Marketing Research Problem Def. Management Decision Problem Marketing Research Problem (action
- 20. Problem Definition: e.g. Department Store Project (Sears) Real Research: Sears department store was losing market share
- 21. e.g. Department Store Project (Sears) MR Problem Definition (specific components of the problem definition) In the
- 22. Development of Research Questions and Hypotheses Research questions (RQs) are refined statements of the specific components
- 23. e.g. Department Store Project (Sears): research questions RQ1: Do the customers of Sears exhibit store loyalty?
- 24. e.g. Department Store Project (Sears) research hypotheses RQ: Do the customers of Sears exhibit store loyalty?
- 25. e.g. Department Store Project (Sears) Specification of Information Needed Component 1 The researcher identified the following
- 26. e.g. Department Store Project (Sears) Component 3 16 different product categories were selected, including women's dresses,
- 27. e.g. Department Store Project (Sears) Component 5 Information should be obtained on the standard demographic characteristics
- 28. Another example: At United, Food Is Uniting the Airline with Travelers
- 29. At United, Food Is Uniting the Airline with Travelers
- 30. At United, Food Is Uniting the Airline with Travelers
- 31. The airline's Marketrak survey told United Airlines that "customers wanted more varied and up-to-date food.” The
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