A Desiscion-Making Perspective on Marketing research – Marketing Research in Practice Marketing research is unquestionably a growth industry. Between 1978 and 1988 real expenditures on marketing research (that is, after adjusting for inflation) more than doubled! This is largely a consequence of economic and social changes that have made better marketing an imperative. With...
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Basic Sources of Marketing Data – Secondary Data Secondary data are by far the most popular source of marketing information. Not only are the data readily available, but they often are sufficient to answer the research question. For example: • A marketing manager studying development in the wine industry will use trade association data...
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Standardized Sources of Marketing Data – Marketing Decision Support Systems A typical marketing manager regularly receives some or all of the follo\ data: factory shipments or orders; syndicated aggregate (industry) data vices; sales reports from the field salesforce; consumer panel data; scai data; demographic data and internal cost and budget data. These data also...
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Information from Respondents:Survey Methods – Sources of Survey Interview Error The process by which respondents are questioned appears deceptively simple. The reality, however, is closer to Oppenheim’s opinion that “… questioning people is more like trying to catch a particularly elusive fish, by hopefully casting different kinds of bait at different depths, without knowing...
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Experimentation – What Are Causal Relationships? A concern with causality appears throughout marketing decision making. For example: Market Analysis: • What effect have recent price increases had on product class sales? Marketing Program • Does the number of sales calls per month affect Development: the size of the order placed? • Can a new...
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