Chapter 8 - Marketing research: from customer insights to actions. After reading chapter 8, you should be able to: Identify the reason for conducting marketing research, describe the five-step marketing research approach that leads to marketing actions, explain how marketing uses secondary and primary data. | Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. LO 8-3 LO 8-2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 8, YOU SHOULD BE ABLE TO: LO 8-1 Identify the reason for conducting marketing research. Describe the five-step marketing research approach that leads to marketing actions. Explain how marketing uses secondary and primary data. 8- LO 8-5 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 8, YOU SHOULD BE ABLE TO: LO 8-4 LO 8-6 Discuss the uses of observations, questionnaires, panels, experiments, and newer data collection methods. Explain how information technology and data mining lead to marketing actions. Describe three approaches to developing a company’s sales forecast. 8- REDUCING THE RISK OF A MOVIE’S FAILURE WITH TEST SCREENINGS AND TRACKING STUDIES What’s in a Movie Name? The Risks of Today’s (and Tomorrow’s) Blockbuster Movies Conduct Test Screenings Use . | Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. LO 8-3 LO 8-2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 8, YOU SHOULD BE ABLE TO: LO 8-1 Identify the reason for conducting marketing research. Describe the five-step marketing research approach that leads to marketing actions. Explain how marketing uses secondary and primary data. 8- LO 8-5 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 8, YOU SHOULD BE ABLE TO: LO 8-4 LO 8-6 Discuss the uses of observations, questionnaires, panels, experiments, and newer data collection methods. Explain how information technology and data mining lead to marketing actions. Describe three approaches to developing a company’s sales forecast. 8- REDUCING THE RISK OF A MOVIE’S FAILURE WITH TEST SCREENINGS AND TRACKING STUDIES What’s in a Movie Name? The Risks of Today’s (and Tomorrow’s) Blockbuster Movies Conduct Test Screenings Use Tracking Studies 8- FIGURE 8-A Marketing research questions asked in test screenings of movies that lead to specific actions 8- REDUCING THE RISK OF A MOVIE’S FAILURE WITH TEST SCREENINGS AND TRACKING STUDIES Converting Marketing Research Results into Actions 8- THE ROLE OF MARKETING RESEARCH LO 8-1 The Challenges in Doing Good Marketing Research Five-Step Marketing Research Approach What is Marketing Research? Decision Decision Making 8- FIGURE 8-1 Five-step marketing research approach leading to marketing actions 8- STEP 1: DEFINE THE PROBLEM SET THE RESEARCH OBJECTIVES LO 8-2 Be Specific, Measurable, and Achievable Have a Clear Research Purpose Must Lead to Marketing Actions 8- STEP 1: DEFINE THE PROBLEM SET THE RESEARCH OBJECTIVES LO 8-2 Exploratory Research Descriptive Research Causal Research 8- STEP 1: DEFINE THE PROBLEM SET THE RESEARCH OBJECTIVES LO 8-2 Measures of Success Possible Marketing Actions Measure of Success: Playtime Children Spent More .
