MGE 302 Chapter Notes - Chapter 4: Focus Group, Demand Forecasting, Test Market
14 Dec 2020
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Learning objectives understand the role of marketing research in the organization. Be able to give examples of some of the most common uses of marketing research. Describe the components of a marketing information system. Understand the three basic forms f marketing research- exploratory, descriptive, casual. Marketing research- activities providing information for marketing decision making uses (cid:12254) (cid:12254) (cid:12254) (cid:12254) (cid:12254) (cid:12254) (cid:12254) (cid:12254) Market tracking- systemic collecting of information from a marketplace. New product testing- make sure product is ready for marketplace. Ad pretesting- make sure ad is going to be acceptable (does it create counter arguments?) 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 di erentiate between problems to determine which ones are actually the problems. Marketing information system- an integrated decision support system.
