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Introduction to Marketing Research. Marketing Problems Wisconsin Bell has a capacity problem During 10 – 11am and 2 – 3pm the long distance networks are stressed

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Introduction to Marketing Research

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Introduction to Marketing Research

  • Marketing Problems

    • Wisconsin Bell has a capacity problem

      • During 10 – 11am and 2 – 3pm the long distance networks are stressed

      • In order to shift calls to different times, the Product Manager decides to offer customers discounts on calls placed between 11:30am – 1:30pm

      • Will customers shift their calling patterns?


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Introduction to Marketing Research

  • Marketing Problems

    • Pepsi Foods (food supplier for Pizza Hut, Taco Bell and Burger King) customer service ratings are fine (5.7 on a scale from 1 to 7), yet market share decreased again last quarter (down 2 more points)

      • Why is market share decreasing?


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Introduction to Marketing Research

  • Marketing Problems

    • 3M has developed a new “abrasive” – it is a less intrusive alternative (it creates less of a mess) to sand blasting (and is more effective)

      • How much will customers pay for this product?


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Introduction to Marketing Research

  • Marketing Problems

    • Maytag introduces a new line of washers and driers

      • Are customers who purchased them satisfied?


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Introduction to Marketing Research

  • How do we solve these problems?

    • Hunches of Managers

      • NO!

      • Need objective information

        • Need research

    • Research Provides

      • Help managers reduce decision-making risk

    • Importance of Marketing Research to Management

      • Descriptive – describes conditions and/or situations

        • Customer satisfaction is down

      • Diagnostic – diagnoses actual problems

        • Why is customer satisfaction down?

      • Predictive – predict what is going to happen in the future

        • If satisfaction is at 6.0 (out of 7), what are future sales?


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Introduction to Marketing Research

  • Marketing Research Defined

    • Systematicgathering, recording, and analyzing data about problems related to the marketing of ideas, goods, and services

  • Who Uses Marketing Research

    • Marketing/Brand Managers

      • Help “position” the brand with respect to competitors

    • Advertising/Promotion Managers

      • Determine the effectiveness of their campaigns

    • Sales Managers

      • Which reps are performing well? poorly? Why?

    • Any marketing manager that needs information to help make better decisions


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Introduction to Marketing Research

  • Marketing Concept and Marketing Research

    • Determine the marketing mix in accordance with the needs and wants of a set of target customers

    • How does marketing research “fit” with the marketing concept?

      • Helps identify target customers

      • Identifies target customers’ needs and wants

      • Predict target customers’ responses to marketing mix alternatives

        • Help explain why the responses are what they are


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Introduction to Marketing Research

  • Marketing Research and Marketing Performance

    • All managers are interested in results (performance)

    • Marketing Research can be used to:

      • Monitor Sales

        • Accounting reports come too late

      • Measure market share – percent of customers in the target market that purchase our brand

      • Measure customer share – percent of an individual customer’s purchases from us


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Introduction to Marketing Research

  • Marketing Research and Marketing Performance

    • Marketing Research can be used to:

      • Assess Customer Satisfaction

        • Maytag routinely performed “first 100 satisfaction” studies

        • Make sure to “base-line” results

          • Need to compare to someone

      • Advertising/Promotional Effectiveness

        • Pre-Tests – assess reactions before campaign starts

          • ARS Persuasion System – after seeing ads in a laboratory setting, customers are asked if they would choose advertised brand (Fisher Price)

        • Post-tests – assess the performance of a campaign

          • Burke Day-after-Recall (DAR) tests

          • Behavior based evaluations – e-Trade looks at number of inquiries as a result of “pop-up” ads


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Introduction to Marketing Research

  • When to conduct Marketing Research?

    • Should a $100K study be performed to provide information on a $10K decision?

    • Need to assess the value of the research

      • Cost of research versus perceived costs of making a “bad” decision

    • Thus, when it is financially wise to do so!


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Introduction to Marketing Research

  • Who performs the research tasks?

    • Primary Research Firms


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Introduction to Marketing Research

  • Who performs the research tasks?

    • Secondary Research Firms


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