By Joseph F. Hair, Robert P. Bush, David J. Ortinau
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Extra resources for Marketing Research: Within a Changing Information Environment (McGraw-Hill Irwin Series in Marketing)
Understand emerging trends and new skills associated with marketing research. Just as the dynamic business environment causes ﬁrms to modify and change practices, so does this environment dictate change to the marketing research industry. Speciﬁcally, technological changes will affect how marketing research will be conducted in the future. Necessary skills required to adapt to these changes include (1) the ability to understand and interpret secondary data, (2) presentation skills, (3) foreignlanguage competency, (4) negotiation skills, and (5) computer proﬁciency.
Demographics, including attitudinal or behavioral characteristics. • User proﬁles, usage patterns, and attitudes. • The effectiveness of a ﬁrm’s current marketing strategy. 2. 2 Target Market Characteristics and Associated Variables Measured in Target Market Analysis Target Market Characteristics Demographics Psychographics Product usage Brand preferences Decision process Key Variables to Measure Age, gender, race, income, religion, occupation, family size, geographic location, and zip code Consumer activities, interests, and opinions Occasion (special use, gift); situation (climate, time of day, place); and usage context (heavy, medium, or light) Level of brand loyalty, salient product attributes, and product/brand awareness Size and frequency of purchase; propensity to purchase; risk of purchase (high, medium, low); and product involvement Positioning Positioning A process in which a company seeks to establish a meaning or general deﬁnition of its product offering that is consistent with customers’ needs and preferences.
Although a variety of sales forecasting techniques exist, most can be placed in one of two categories: qualitative or quantitative. Qualitative techniques include user expectation studies, sales-force composites, juries of executive opinion, and delphi techniques. 12 Integrated Marketing Communications Promotional strategies are important inﬂuences on any company’s sales. Companies spend billions of dollars yearly on various promotional activities. Given the heavy level of expenditures devoted to promotional activities, it is essential that companies design studies that will generate optimum returns from the promotional investment.
Marketing Research: Within a Changing Information Environment (McGraw-Hill Irwin Series in Marketing) by Joseph F. Hair, Robert P. Bush, David J. Ortinau