APA 4145 Lecture Notes - Lecture 4: Iden, Ethnography, List Of Statistical Packages
12 Jan 2016
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*pictures on home slide: top 10 brands by value not in any particular order. *why would someone want to know this? gives you an idea of the success of the organization, these brands can use their success to rack up sponsorship prices. 6 interrogatives: who is my consumer/audience/fan, who will make the final decision on the purchase, etc. (see slides for more examples) What is marketing research? the systematic and objective design, collection, analysis, and reporting of fata about a particular product, market, organization, or environment to inform specific marketing and management decisions. Highly tailored process designed specifically for individual. But the cost of not doing research is greater than the cost of doing the research. Establish research objectives reduce uncertainty with cost-benefit constraints. Different yet reasonable objectives: ex: immediate or long run increase in sales or profits. Managerial goals must be expressed in measurable terms.
