1. The Marketing Research Process

5. EXAMPLES OF RESEARCH IN MARKETING company image, test marketing Other competitive analysis, legal environment; social and cultural trends External Factors price elasticity analysis, optimal price setting, discount options Pricing advertising recall; advertising copy testing, sales promotion response rates, sales force compensation, traffic studies (outdoor advertising), public relations media placement Promotion distributor interest; assessing shipping options; online shopping, retail store site selection Distribution product development; package protection, packaging awareness; brand name selection; brand recognition, brand preference, product positioning Product sales, market size; demand for product, customer characteristics, purchase behavior, customer satisfaction, website traffic Target Markets Types of Research Marketing Decision

19. Nielsen Collects Data from Retailers & Consumers... … & sells / trades data to the manufacturer & retailer Consumer Manufacturer Retailer Data

20. Our Associates Interpret the Data Data is collected from stores & consumers Our associates analyze & interpret the data We draw conclusions & make recos to clients $$ Leads to business success for our clients What Does It All Mean?

21. Thank You