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Marketing Research

Marketing Research. What is it?. Systematic gathering, recording , and analyzing of information about problems/questions related to marketing goods and services . Four General Types of Marketing Research. Advertising Research Product Research Market Research Sales Research.

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Marketing Research

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  1. Marketing Research

  2. What is it? Systematic gathering,recording, and analyzing of information about problems/questions related to marketing goods and services.

  3. Four General Types of Marketing Research • Advertising Research • Product Research • Market Research • Sales Research

  4. Advertising Research • Focuses on advertising message • Focuses on form of media • TV • Billboard • Magazine • Consumer feedback • Focus groups

  5. Product Research • Evaluating product design & acceptance • Example: • Movie “Big” • Tom Hanks – occupation was primarily testing products

  6. Market Research • Focus on customer and market • Used to gather information • Study consumers attitudes

  7. Sales Research • Study of sales data • Goal is determine potential sales for a product • Solve problems related to future sales

  8. Marketing Research Limitations • Lack of time to research • No guarantee consumers will buy a product • Ex: Costco – sampling free food • Customer buying habits change

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