Chapter One MR for Managerial Decision Making

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Chapter One MR for Managerial Decision Making

• MKTG 328 Marketing Research
• Schreiber

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Intro Its a Jeep Thing

• Biggest challenge for Jeep
• Jeeps MR Efforts
• Owners who participated were ____ times more
  likely to buy another Jeep

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Marketing Research Defn (book)

• is the function that links an organization to
  its market through the gathering of information.
  This information allows for the identification
  and definition of market-driven opportunities and
  problems. The information allows for the
  generation, refinement and evaluation of
  marketing actions. It allows for the monitoring
  of marketing performance and improved
  understanding of marketing as a business process.

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Marketing Research Defn (highlights)

• Gather information
• Information with a purpose

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MR is a systematic process

• Design how/what data to collect
• Collect the data
• Analyze the data
• Interpret the data
• Communicate the results
• Act on it!

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MR - at Multiple Levels

• Segments/target markets
• Individuals
• Creating customer profiles

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Marketing Decision Making

• Page 7, exhibit 1.1
• Four-step Process
• Marketing situation analysis
• Marketing program design
• Marketing program development
• Program implementation/control

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MR Industry

• Unparalleled growth in recent years
• Types of firms
• MR Job Skills