Podcast
Questions and Answers
What is the main purpose of a sampling plan in marketing research?
What is the main purpose of a sampling plan in marketing research?
Which of the following is NOT an advantage of online contact methods for marketing research?
Which of the following is NOT an advantage of online contact methods for marketing research?
Why is careful wording and ordering of questions important in questionnaires?
Why is careful wording and ordering of questions important in questionnaires?
What is the purpose of analyzing information in the marketing research process?
What is the purpose of analyzing information in the marketing research process?
Signup and view all the answers
Which of the following best describes the role of mechanical research instruments in marketing research?
Which of the following best describes the role of mechanical research instruments in marketing research?
Signup and view all the answers
What is one challenge in obtaining customer insights?
What is one challenge in obtaining customer insights?
Signup and view all the answers
What defines a Marketing Information System (MIS)?
What defines a Marketing Information System (MIS)?
Signup and view all the answers
What is a significant benefit of forming customer insights teams?
What is a significant benefit of forming customer insights teams?
Signup and view all the answers
Which of the following is NOT a characteristic of a good Marketing Information System?
Which of the following is NOT a characteristic of a good Marketing Information System?
Signup and view all the answers
Which source is NOT typically used to obtain marketing information?
Which source is NOT typically used to obtain marketing information?
Signup and view all the answers
How do companies utilize social media for customer insights?
How do companies utilize social media for customer insights?
Signup and view all the answers
What is a common misconception about customer insights?
What is a common misconception about customer insights?
Signup and view all the answers
Which example illustrates the use of marketing information effectively?
Which example illustrates the use of marketing information effectively?
Signup and view all the answers
What is the primary purpose of conducting tracking studies before a film's release?
What is the primary purpose of conducting tracking studies before a film's release?
Signup and view all the answers
How can social listening be beneficial to film studios?
How can social listening be beneficial to film studios?
Signup and view all the answers
Which of the following techniques is used to evaluate early concepts for proposed films?
Which of the following techniques is used to evaluate early concepts for proposed films?
Signup and view all the answers
What role do customer insights play in marketing?
What role do customer insights play in marketing?
Signup and view all the answers
What common factor do franchises like The Fast and The Furious and The Hunger Games share in their marketing approach?
What common factor do franchises like The Fast and The Furious and The Hunger Games share in their marketing approach?
Signup and view all the answers
What is typically the sample size for test screenings of films?
What is typically the sample size for test screenings of films?
Signup and view all the answers
Which question is NOT typically asked during tracking studies for upcoming films?
Which question is NOT typically asked during tracking studies for upcoming films?
Signup and view all the answers
Why might studios choose to change a film title before its release?
Why might studios choose to change a film title before its release?
Signup and view all the answers
Study Notes
Online Contact Methods
- Low cost and speed
- Higher response rates
- Good for hard to reach groups
Primary Data Collection
-
Sampling Plan: A sample represents population for marketing research.
- Who to study
- How many to study
- How to select individuals
Research Instruments
-
Questionnaires: Most common, used in-person, by phone, or online
- Flexibility
- Requires careful wording and ordering of questions
- Closed-ended questions
- Open-ended questions, useful in exploratory research
-
Mechanical Instruments:
- Checkout Scanners
- People Meters
- Neuro-marketing
- Mechanical Devices
Implementing the Research Plan
- Collecting information
- Processing information
- Analyzing information
- Interpreting and Reporting Findings
- Interpret findings
- Draw conclusions
- Report to management
Marketing Information and Customer Insights
-
Customer Insights: Fresh and deep understandings of customers & marketplace
- Basis for creating customer value, engagement, and relationships
-
Difficulties Obtaining Customer Insights:
- Needs and motives are not obvious
- Customers can't always express what they want and why
-
Better Information: Improve existing information and its use
- Walmart - Sam Walton - Store Location Strategy
- Apple iMac - 4 Colors - "Think Different"
- Kodak's anomaly in digital cameras
Managing Marketing Information
- Companies are forming customer insights teams
- Include all company functional areas
- Collect information from a range of sources
- Use insights to create more value for customers
Marketing Information System (MIS)
- Processes and people dedicated to:
- Assessing information needs
- Developing needed information
- Helping decision makers use information to generate actionable insights
Assessing Marketing Information Needs
- Provides information to internal company managers and external partners (suppliers, resellers, marketing service agencies)
-
Characteristics of a Good MIS:
- Balance between user needs and what is feasible to offer
Developing Marketing Information
- Internal Data: Collections of consumer and market information from company network data sources
Studying That Suits You
Use AI to generate personalized quizzes and flashcards to suit your learning preferences.
Related Documents
Description
Test your knowledge on various marketing research methods including primary data collection, research instruments, and the implementation of research plans. This quiz covers online contact methods, sampling plans, and customer insights crucial for effective marketing. Enhance your understanding of how to gather and analyze marketing data.
