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Chapter 7

MARK 301 Chapter 7: Chapter 7 Summary


Department
Marketing
Course Code
MARK-301
Professor
Green
Chapter
7

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7 MARKETING RESEARCH: FROM CUSTOMER INSIGHTS TO ACTIONS
Reducing the Risk of a Movie’s Failure with Test Screenings and Tracking
Studies
What’s in a Movie Name?
The Risks of Today’s (and Tomorrow’s) Blockbuster Movies
Converting Marketing Research Results into Actions
The Role of Marketing Research
What Is Marketing Research?
The Challenges in Doing Good Marketing Research
Five-Step Marketing Research Approach
Step 1: De,ne the Problem
Set the Research Objectives
Identify Possible Marketing Actions
Step 2: Develop the Research Plan
Specify Constraints
Identify Data Needed for Marketing Actions
Determine How to Collect Data
Step 3: Collect Relevant Information
Secondary Data: Internal
Secondary Data: External
Advantages and Disadvantages of Secondary Data
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