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Marketing Research - PowerPoint PPT Presentation


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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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