市场营销第八章(英文).pptxVIP

;Identify the reason for conducting marketing research.;Discuss the uses of observations, questionnaires, panels, experiments, and newer data collection methods.;;;FIGURE 8-A Marketing research questions asked in test screenings of movies that lead to specific actions;The Challenges in Doing Good Marketing Research;FIGURE 8-1 Five-step marketing research approach leading to marketing actions;STEP 1: DEFINE THE PROBLEMSET THE RESEARCH OBJECTIVES;STEP 1: DEFINE THE PROBLEMIDENTIFY POSSIBLE MARKETING ACTIONS;STEP 2: DEVELOPTHE RESEARCH PLAN;STEP 2: DEVELOP THE RESEARCH PLANDETERMINE HOW TO