MGM 301 Lecture Notes - Lecture 10: Brand Equity, Migraine, Focus Group
14 Dec 2020
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Document Summary
Marketing research- activities providing information for marketing decision making ~ Market tracking- systemic collecting of information from a marketplace~ New product testing- make sure product is ready for marketplace~ Product positioning- mental picture you want a customer to have about your product~ Test marketing- pick cities across the country and see what the results are in those cities before you broadcast nationwide~ Develop research plan: helps differentiate between problems to determine which ones are actually the problems. Marketing information system- an integrated decision support system ~ Marketing information system 4 categories- internal, external, secondary, primary~ Secondary- already relevant existent data: may or may not be helpful~ primary- go out and collect survey data specific for the question: slower and more expensive than secondary~ Internal- data that already exists within the company~ Exploratory research- explore basic problem: does not give definitive. Observation- simply observing behavior (in person, electronically, etc.
