Class Notes (839,478)
Canada (511,349)
Marketing (1,395)
MKT 100 (974)
Lecture 5

Week 5.docx

6 Pages
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Department
Marketing
Course Code
MKT 100
Professor
Caitlin Mc Laughlin

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Week 7 Slide Outline Agenda • Marketing Research • Consumer Behaviour • Cases/situations • Metrics Marketing Research Why do Marketing Research? What should we do? • Market research • Better understanding of consumer wants, needs, desires, _____________ and behaviour • May lead to another study to refine understanding • Guides future _____________________________________ Did we do the right thing? • Descriptive research • What went wrong, what went right in meeting consumer wants, needs and desires • _____________________ check • Guides “tweaks” of future decision-making Types of Research Relational vs. Descriptive Longitudinal vs. Cross-sectional it talks about time period, for example data collected over a year, month, half a year etc. Sources of Consumer Insight Qualitative data- often times when you have a small number of people where you get a lot of information. For example, interviews, focus groups, observation where you watch someone interact with your product. Exploratory Quantitative- technical information, filling out a survey, and coming up with statistics as a result. Qualitative Consumer Information Secondary Primary MIS Research Research Internal Tracking Proprietary Public Quantitative Records studies Observation Focus Surveys On-line Groups MIS (management information system) – Sales Data Revenue Units Coffee $40,000 40,000 Tea $30,000 30,000 Hot Chocolate $15,000 10,000 Chocolate Milk $40,000 20,000 Croissants $20,000 15,000 Cross sectional and descriptive research data 2010 2011 Revenue Units Revenue Units Coffee $40,000 40,000 $35,000 35,000 Tea $30,000 30,000 $40,000 40,000 Hot Chocolate $15,000 10,000 $22,500 15,000 Chocolate Milk $40,000 20,000 $50,000 25,000 Croissants $20,000 15,000 $25,000 18,750 Descriptive and longitudinalTHE TOP 10 BY AGE 60 NEXT 18-29 n 202 40-49 n 420 500 59 n 402 Roots Root 11% Mol 8.4% 7.2% 9.7% Kraft 9.3% 6.4% Maple President's Lea 5.5% Choi 8.1% Tim Hortons 6.7% Kraft 6.1% Hortons Canadian Presidents President's President's 4.9% Molson 67% 4.4% 5.4% 5.0% Tire Ch Kraft 3.7% Molson 4,6% Roots 4.5% Maple Leaf 4.7% Hortons Kraft 3.8% Canadian Tire 3.7% Maple Leaf Moll 4.2% Mol 3.2% 4,6% Maple Leaf 3.2% Maple Leaf 2.7% Roots 35% 3.2% Schneid 2.5% Canadian 2.9% Canad 3.2% Tire Pepsi 7% Labatt 2.7% Root 2.2% President 1.7% Choice Kokanee 2.3%. Lab L 2.6% Tim Hortons 2.0% McCain 2.2% Alexander Heinz 1.3% 2.0% Kellogg 2.2% Campbell 5% Nestl Keiths 4% Sun-Rype 0% Lulul 7% 4% McCain 4% 5% Hort Keith 0.0% 5.0% 10.0%15.0% 0.0% 5.0% 10.0% 0.0% 5.0% 10.0% 0.0% 5.0%10.0% 0.0% 5.0% 10.0% Q: What is your favourite Canadian brand? BrandsparkInternationalCanada's Favourite Brands study October 2008 Copyright o2008 AllRights Reserved Physical activity ind D) BY Age -IG) THE TOP 10 BY AGE 60 NEXT 18-29 n 202 40-49 n 420 500 59 n 402 Roots Root 11% Mol 8.4% 7.2% 9.7% Kraft 9.3% 6.4% Maple President's Lea 5.5% Choi 8.1% Tim Hortons 6.7% Kraft 6.1% Hortons Canadian Presidents President's President's 4.9% Molson 67% 4.4% 5.4% 5.0% Tire Ch Kraft 3.7% Molson 4,6% Roots 4.5% Maple Leaf 4.7% Hortons Kraft 3.8% Canadian Tire 3.7% Maple Leaf Moll 4.2% Mol 3.2% 4,6% Maple Leaf 3.2% Maple Leaf 2.7% Roots 35% 3.2% Schneid 2.5% Canadian 2.9% Canad 3.2% Tire Pepsi 7% Labatt 2.7% Root 2.2% President 1.7% Choice Kokanee 2.3%. Lab L 2.6% Tim Hortons 2.0% McCain 2.2% Alexander Heinz 1.3% 2.0% Kellogg 2.2% Campbell 5% Nestl Keiths 4% Sun-Rype 0% Lulul 7% 4% McCain 4% 5% Hort Keith 0.0% 5.0% 10.0%15.0% 0.0% 5.0% 10.0% 0.0% 5.0% 10.0% 0.0% 5.0%10.0% 0.0% 5.0% 10.0% Q: What is your favourite Canadian brand? BrandsparkInternationalCanada's Favourite Brands study October 2008 Copyright o2008 AllRights Reserved Physical activity ind D) BY Age -IG)Secondary Sources – Proprietary Relational and cross-sectional research data Secondary Sources –Public Statistics Canada, Public Use Data Sets, Canadian Community Health Survey, 2005 Relational because you have 2 dependant variables and it‟s cross-sectional since you‟re comparing the different information in one year Quantitative Research Advantages • power of numbers and science gives you an accurate answer with ju
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