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Lecture Marketing management: Chapter 3 – Nguyễn Thị Trang Nhung

Lecture "Marketing management - Chapter 3: Conducting marketing research" presentation of content: What is marketing research, types of marketing research firms, types of research, research approaches, qualitative techniques,. And other contents. | 1 3 Conducting Marketing Research Chapter Questions What constitutes good marketing research? What are the best metrics for measuring marketing productivity? How can marketers assess their return on investment of marketing expenditures? Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 4-2 Introduction The marketing environment is changing: From local to national to global marketing From buyer needs to buyer wants From price to nonprice competition The need for real-time market information is greater than at any time in the past Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-3 Venus Razor Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 4-4 What is Marketing Research? Marketing research is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice .