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The Role of Marketing Research in Management Decision Making

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Kelly Page
Kelly Page

Slides for a lecture delivered by Dr. Kelly Page introducing Applied Marketing Research. What is it? Why it is important? How it is evolving?

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The Role of Marketing Research in Management Decision Making Week 1 (1) Dr. Kelly Page Cardiff Business School E: pagekl@cardiff.ac.uk T: @drkellypage T: @caseinsights FB: kelly@caseinsights.com
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Lecture Objectives
[object Object],The Nature of Marketing Marketing Concept Systems Goals Customer Marketing Mix Orientations
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Marketing Research Defined
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Marketing Research Impact Critical Roles:
Types of Research Studies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Applied Basic Can use a combination of both.
[object Object],[object Object],[object Object],Applied Research Types Programmatic Selective Evaluative
Decision to Conduct Marketing Research ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Decision to Conduct Marketing Research ,[object Object],[object Object],Cost likely greater than benefit - research might be unwise Small Profit Large Profit Small Market Size Large Market Size Cost likely lower than benefit.but market size might be limiting - research might be wise Benefits likely greater than costs and market size offers potential - research might be wise Benefits will most certainly outweigh costs - research is likely most profitable here
The Development of Marketing Research ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
2000+ Impact of Technology Task: To acquire secondary data and/or information about stakeholders ,[object Object],[object Object],[object Object],[object Object],Task: To acquire primary data and/or information about stakeholders ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Task: To store, manage and/or analyse secondary and/or primary stakeholder data Data Management ,[object Object]
Lecture Summary ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The content of this work is of shared interest between the author, Kelly Page and other parties who have contributed and/or provided support for the generation of the content detailed within. This work is licensed under a Creative Commons Attribution-NonCommercial-Share Alike 2.0 UK: England & Wales. http://creativecommons.org/ Kelly Page (cc)

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The Role of Marketing Research in Management Decision Making

  • 1. The Role of Marketing Research in Management Decision Making Week 1 (1) Dr. Kelly Page Cardiff Business School E: pagekl@cardiff.ac.uk T: @drkellypage T: @caseinsights FB: kelly@caseinsights.com
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  • 13. The content of this work is of shared interest between the author, Kelly Page and other parties who have contributed and/or provided support for the generation of the content detailed within. This work is licensed under a Creative Commons Attribution-NonCommercial-Share Alike 2.0 UK: England & Wales. http://creativecommons.org/ Kelly Page (cc)

Hinweis der Redaktion

  1. 20/08/10
  2. 20/08/10
  3. 20/08/10
  4. 20/08/10
  5. 20/08/10
  6. 20/08/10