Market的ing_Research.pptVIP

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Chapter 8 Version 6e * Competitive Intelligence Can help identify a competitor’s advantage Can help determine how the competitor’s advantage was achieved 6 Chapter 8 Version 6e * Advantages of Competitive Intelligence Predict changes in business relationships Guard against threats Forecast a competitor’s strategy Develop a successful marketing plan 6 Chapter 8 Version 6e * Sources of Competitive Intelligence 6 Internet Company Personnel Experts CI Consultants Government Agencies UCC Filings Suppliers Newspapers/Periodicals Yellow Pages Trade Shows Decision Support Systems Marketing Research Chapter 8 Version 6e * Chapter 8 Version 6e ?2002 South-Western * Marketing Research 8 Chapter 8 Version 6e * Marketing Research The process of planning, collecting, and analyzing data relevant to a marketing decision. 2 * Diagnostic Predictive Descriptive Gathering and presenting factual statements Explaining data Attempting to estimate the results of a planned marketing decision Roles of Marketing Research 2 Chapter 8 Version 6e * Management Uses of Marketing Research Improve the quality of decision making Trace problems Focus on keeping existing customers Understand the ever-changing marketplace 2 Marketing research * Collect relevant information Data Secondary data Primary data Internal data External data Observational data Questionnaire data Facts and figures that are newly collected for the project. Panels and Experiments Chapter 8 Version 6e * The Marketing Research Process Conduct the research Design the research Plan Design/ Primary Data Define Problem Collate, analyze interpret collected Data Prepare/ Present Report Follow Up 3 * Secondary Data Data previously collected for any purpose other than the one at hand. 3 Chapter 8 Version 6e * Sources of Secondary Data Government Agencies Trade and Industry Associations Marketing Research Firms Commercial Publications News Media Internal Corporate Information 3 Chapter 8 Version 6e * Advantages of Sec

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