MGT453H5 Chapter Notes - Chapter 1,3-4,7-9: Survey Data Collection, Chevrolet Cruze, Panel Data
Document Summary
The process of designing, gathering, analyzing, and reporting the information that may be used to solve a specific marketing problem. A process that reports info that can be used to solve a marketing problem. Function of marketing research: is to link the consumer to the marketer by providing the information that can be used in making marketing decisions. Not doing marketing research can be very costly. Products frequently introduced without adequate marketing research, then taken off the marketing because they do not live up to expectations. Sometimes doing research can be costly too because its sometimes wrong! Market research is a process used to define the size, location, and or makeup of the market for a product or service. Problems and opportunities aren"t always easy to identify. Some research is used to identify consumers" problems and needs. Actions thought as strategies, campaigns, programs, tactics selecting target markets, product research, pricing research, promotion research, distribution research.
