Marketing Research. What is it? Systematic gathering, recording, and analyzing of information about...
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Transcript of Marketing Research. What is it? Systematic gathering, recording, and analyzing of information about...
What is it?Systematic gathering, recording, and analyzing of information about problems/questions related to marketing goods and services.
Four General Types of Marketing Research
Advertising ResearchProduct ResearchMarket ResearchSales Research
Advertising ResearchFocuses on advertising messageFocuses on form of media
◦TV◦Billboard◦Magazine
Consumer feedbackFocus groups
Product Research
Evaluating product design & acceptance
Example:◦Movie “Big”
Tom Hanks – occupation was primarily testing products
Sales Research
Study of sales dataGoal is determine potential sales
for a productSolve problems
related to future sales