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Bus169 Kotler Chapter 04

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Alwyn Lau
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Information Management & Marketing Research
Chapter Objectives ,[object Object],[object Object],[object Object]
The need for Information ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing Information System (MIS) ,[object Object],[object Object]
The Marketing Information System ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Figure 4.1 The Marketing Information System
Table 4.1 Questions for Assessing Marketing Information
Internal Records ,[object Object],[object Object]
Marketing Intelligence (MI) ,[object Object],[object Object],[object Object],[object Object]
Marketing Research (MR) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
MR Cont’d ,[object Object],[object Object],[object Object],[object Object]
Information Analysis ,[object Object],[object Object],[object Object],[object Object],[object Object]
Distributing Information ,[object Object],[object Object],[object Object],[object Object]
Figure 4.2 The Marketing Research Process
1. Defining the Problem and the Research Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
__________ data is the data that was gathered for another purpose and already exists. ,[object Object],[object Object],[object Object],[object Object],[object Object]
2. Developing the Research Plan ,[object Object],[object Object],[object Object],[object Object]
Planning Primary Data Collection ,[object Object],[object Object]
The first step in the marketing research process is the: ,[object Object],[object Object],[object Object],[object Object],[object Object]
Research Approaches ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Contact Methods ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Contact Methods ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Sampling Plans (1) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Cont’d ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Sampling Plans (2) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
To test the effects of different prices, McDonald's introduced a new sandwich at one price in one city and at a different price in another city using: ,[object Object],[object Object],[object Object],[object Object],[object Object]
Presenting the Research Plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
3. Implementing Research Plan ,[object Object],[object Object],[object Object],[object Object],[object Object]
4. Interpreting and Reporting the Findings ,[object Object],[object Object],[object Object]
MR in Small Business and Non-Profit Organisations ,[object Object],[object Object],[object Object],[object Object],[object Object]
International Marketing Research ,[object Object],[object Object],[object Object]
Public Policy and Ethics in Marketing Research ,[object Object],[object Object],[object Object],[object Object]

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Bus169 Kotler Chapter 04

Editor's Notes

  1. Relates to Objective 1.
  2. Relates to Objective 1.
  3. Relates to Objective 1.
  4. Relates to Objective 1.
  5. Relates to Objective 1.
  6. Relates to Objective 1.
  7. Relates to Objective 1.
  8. Relates to Objective 2
  9. Relates to Objective 2
  10. Relates to Objective 2
  11. Relates to Objective 2
  12. Relates to Objective 2
  13. Relates to Objective 2
  14. D. Is the correct answer.
  15. Relates to Objective 2
  16. Relates to Objectives 2 and 3
  17. E. Is the correct answer. MR cannot be conducted successfully if the problem and objectives have not been properly defined. Relates to Objectives 2 and 3
  18. Relates to Objectives 2 and 3
  19. Relates to objective 3
  20. Relates to objective 3
  21. Relates to objective 3
  22. Relates to objective 3
  23. C. Is the correct answer. Experimental research involves the manipulation of conditions to test for different responses. Relates to objective 3
  24. Relates to objective 3
  25. Relates to objective 3
  26. Relates to objective 3
  27. Relates to objective 3
  28. Relates to objective 3
  29. Relates to all objectives.