MGST 391 Lecture Notes - Sales Operations, Market Trend, Test Market
28 Apr 2013
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Document Summary
It is the objective gathering, recording, and analyzing of all facts about problems relating to the transfer and sales of goods and services from producer to consumer or user . Marketing research helps in: regulating systems, reducing risks, decision making. Effect of change in credit policy on demand. The location and design of distribution centers. Analyzing the packaging for transportation and shelving. Cost of different methods of transportation and warehousing. Analyzing the effectiveness of advertising on sales demand. The marketing research process consists of following steps: defining the problem, designing the research (basis of research objectives, collection of data, analysis of data (pre and post testing etc, presentation of report, management decision. After the problem has been defined carefully, the manager and researcher must set the research objectives. Researchers usually start from secondary data: collecting secondary data: (desk research) Secondary data collection is information that is neither direct nor specific.
