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Marketing Research. 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 Research Product Research Market Research Sales Research.

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Presentation Transcript

What is it

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
Four General Types of Marketing Research

  • Advertising Research

  • Product Research

  • Market Research

  • Sales Research


Advertising research
Advertising Research

  • Focuses on advertising message

  • Focuses on form of media

    • TV

    • Billboard

    • Magazine

  • Consumer feedback

  • Focus groups


Product research
Product Research

  • Evaluating product design

    & acceptance

  • Example:

    • Movie “Big”

      • Tom Hanks – occupation was

        primarily testing products


Market research
Market Research

  • Focus on customer and market

  • Used to gather information

  • Study consumers attitudes


Sales research
Sales Research

  • Study of sales data

  • Goal is determine potential sales for a product

  • Solve problems

    related to future

    sales


Marketing research limitations
Marketing Research Limitations

  • Lack of time to research

  • No guarantee consumers will buy a product

    • Ex: Costco – sampling free food

  • Customer buying habits change


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