ADV 3500 Lecture 5: Chapter 5 Lecture Notes
14 Feb 2019
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Primary research vs secondary research: primary research is data collected by researcher for a speci c purpose, secondary research is data collected by usually at third-party and is readily available for use. Stage in product life cycle: introduction, growth, maturity, decline. Seasonality: refers to uctuations in output and sales related to the season of the year, high seasonality sensitive. Wednesday, january 23, 2019: gross domestic product (gdp) measure of the health of the overall economy. Expressed as a percent change: disposable personal income aggregate consumer income minus taxes and adjusted for in ation, consumer con dence index based on a poll of 5000 hh to gauge consumer sentiment. Other industry overview items: social/cultural environment. Private label vs national brands: legal environment. Media allocation: current ads we are showing and running. Wednesday, january 23, 2019: reach di erent types of people. New developments: example: mcdonalds breakfast all day, competitor analysis. Market size: largest us restaurant chains, consumer analysis.
