Marketing Research

1
Marketing Research

• Attitude, Market, Media, Product
• Restaurant Scenario

2
Attitude Research

• Marketing research designed to obtain information
  on how people feel about certain products, ideas,
  or companies
• Looking for preference or opinion
• Typically general in nature
• Gallup opinion polls

3
Market Research

• The systematic gathering, recording, analyzing,
  and presentation of information related to market
  composition
• Concerned with size, location, demographics
• Utilize existing sales data for sales forecasting

4
Media Research

• Marketing research that focuses on issues of
  media selection and frequency
• Measures effectiveness of advertisements
• Looks at volume of individuals receiving message
• Print (newspaper, magazine)
• Broadcast (radio, TV)
• Online

5
Product Research

• Marketing research that centers on evaluating
  product design, package design, product usage,
  and consumer acceptance of new and existing
  products
• New brand ideas
• Test marketing trial run
• Satisfaction surveys

6
A Web site records the number of clicks on a
banner ad
7
The restaurant offers a new grilled chicken
sandwich
8
Determines the number of individuals working
within a one mile radius
9
Survey asks which typeof cuisine they prefer
10
Introduce a new mascotfor the restaurant
11
Looking at how much people are willing to pay for
a meal
12
Holds a trial run using plastic cups instead of
paper cups
13
Inquires about the number of listeners during the
90s at noon radio show
14
Compares the demographics of Chicago and Omaha to
choose location
15
One location uses team waiting instead of
individual
16
A consumer panel rates the effectiveness of a TV
commercial
17
Examines restaurant options at Gateway compared
to South Pointe
18
Newspaper has a subscriber base of 28,000
customers and additional daily sale around 5,000
19
Careful study of traffic volume in different
areas of the city
20
Gallup poll asks if slow economy has effected
restaurant business
21
Customer comment card inquires about cleanliness
and service
22
The restaurant predicts that 50 groups per
evening will visit
23
Determine the percent of Americans who value
service over price