MRKT 483 Lecture Notes - Lecture 5: Sampling Frame, Dishwasher, Self-Reference
Document Summary
Im lecture 5 deciding which markets to enter global marketing research. Research for information supporting major global marketing decisions. Research problem formulation: any research must start off with a precise definition of the research problem. Sales forecasting techniques: statistical methods, linear trend extrapolation is used when the trend is a straight line or predictable, trend extrapolation involves extending a pattern observed in the past data into the future. Sales forecasting techniques: survey"s of buyer"s intentions forecast: a survey of buyer"s intentions forecast asks, sales force survey forecast: a sale-force survey forecast asks the firm"s sales people for a potential customers forecast. Other estimation methods: analogy, proxy indicators, chain ratio, lead-lag analysis, scenario building and testing. Methods and examples of market size assessment: simple method of analogy. Method: {a/b} @t1 for country c vs. [xa/b] @t2 for another (d: questions of two equivalencies, simple method of analogy. Simple analogy: {a/b}c vs. [xa/b]d: two conceptual equivalencies: the ratios and.
