...Report 29 October 2012 Career Report Marking Research Analyst What they do: * Monitor and forecast marketing and sales trends * Measure the effectiveness of marketing programs and strategies * Devise and evaluate methods for collecting data, such as surveys, questionnaires, or opinion polls * Gather data about consumers, competitors, and market conditions * Analyze data using statistical software * Convert complex data and findings into understandable tables, graphs, and written reports * Prepare reports and present results to clients or management Important skills: Analytical skills: Market research analysts must be able to understand large amounts of data and information. Communication skills: Market research analysts need strong communication skills when gathering information and interpreting and presenting results to clients. Critical-thinking skills: Market research analysts must assess all available information and use it to determine what marketing strategy would work best for a company. Detail oriented: Market research analysts must be detail oriented because they often...
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...Marketing aims to target and engage new and current customers in order to generate sales (Elwood, 2014). It is a necessary and important part of business. Therefore, marketers play an important part in generating revenue , and how the revenues translate into profit (Elwood, 2014). Sharp (2013) states that the role of a marketer ‘requires a combination of skills and knowledge’(p.6) which enable them to ‘analyse the market and financial data’(p.6). They must also have a high level of communication skills to enable them to explain their marketing strategy to their staff, the retailers and the customer (Sharp, 2013). To understand what the customer wants, and to identify opportunities in the market, marketers use market research in order to do so (Sharp, 2013). Research is used to help them make decisions on things such as whether or not to offer a particular product or service, who the product or service is marketed for, the price, and what kind of advertisement they want to use (Sharp, 2013). This enables them to keep the organisation competitive with other similar organisations, ensuring that their customer’s maintain their awareness and loyalty to the brand (Sharp, 2013). Ensuring customers are loyal will lead to greater financial profit as customers would return for the product or service. Market research can also ‘help organisations understand customer needs and how these translate into wants’ (Sharp, 2013, p.15). In order to satisfy the needs of the customer, marketers ‘encourage...
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...American Marketing Association is collaborating with JSTOR to digitize, preserve and extend access to Journal of Marketing. http://www.jstor.org Hedonic Consumption: Emerging Concepts, Methods and Propositions Author(s): Elizabeth C. Hirschman and Morris B. Holbrook Source: Journal of Marketing, Vol. 46, No. 3 (Summer, 1982), pp. 92-101 Published by: American Marketing Association Stable URL: http://www.jstor.org/stable/1251707 Accessed: 07-09-2015 14:31 UTC REFERENCES Linked references are available on JSTOR for this article: http://www.jstor.org/stable/1251707?seq=1&cid=pdf-reference#references_tab_contents You may need to log in to JSTOR to access the linked references. Your use of the JSTOR archive indicates your acceptance of the Terms & Conditions of Use, available at http://www.jstor.org/page/ info/about/policies/terms.jsp JSTOR is a not-for-profit service that helps scholars, researchers, and students discover, use, and build upon a wide range of content in a trusted digital archive. We use information technology and tools to increase productivity and facilitate new forms of scholarship. For more information about JSTOR, please contact support@jstor.org. This content downloaded from 195.176.55.48 on Mon, 07 Sep 2015 14:31:12 UTC All use subject to JSTOR Terms and Conditions Elizabeth C. Hirschman & Morris B. Holbrook Hedonic Consumption: Emerging Concepts, Methods and Propositions Introduction URING the 1950s there was substantial discussion...
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...MKT-500 Marketing Strategies Southern New Hampshire University Mass Marketing Short Paper Susan Bowcutt October 12, 2012 Professor Roberta Bourque I think with the dawn of social media, mass marketing is falling by the wayside. The norm now seems to be gravitating towards pinpoint or personal marketing. With the continual advancements in technology, marketers are able to obtain more and more data on their prospective customers. Social media has also allowed marketers to reach people in different ways, such as Facebook. One of the major changes leading to the decline of mass marketing is the amount of time families spend in front of the television. Before social media, DVR’s, and the Internet in general – families would typically be glued to the television soaking up any content they could get – which largely came in the format of commercials. Now that families are connected wirelessly and on the go much more, their time is limited (Rodney Reid, 2005) and they are feeding off of content from many different streams (smartphone, email, etc). With TiVo and cable/satellite company DVRs (digital video recorders) people can fast forward through those pesky commercials and on to the television show they are watching. For the last several years, reality television has taken over primetime and every other time, it seems. These shows offer lots of opportunity for product placement marketing and most of the time that is taken advantage of to the fullest extent. In order to be successful...
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...the market research method used by a selected organisation The business that I have chosen to evaluate is Kellogg’s and their development using market research on their new product, the Crunchy Nut Bites. I will be evaluating their wide range of marketing research methods that they have used to promote their upcoming product to their target market in the most efficient way. Kellogg’s have initially promoted their new cereal bar first of all, by using market research to get an aspect of their target market and to get a good idea of what they personally want from Kellogg’s as a brand. They have used various market research methods to find out what consumers think and want today and also in the future. Using a wide range of research method helps Kellogg’s to make informed and professional choices that will benefit the business in the long term. It also ensures the new products will meet the consumer needs because Kellogg’s would have already completed research methods such as surveys that will give them a personal idea of what their customers want from their brand. As well as this, using marketing research methods also improves Kellogg’s competitive advantage because it be simply researching into their customers, the business would have a clear idea on the ways where they can ensure that their customers are most likely to purchase their product, therefore giving them an advantage compared to their competitors. First of all, Kellogg’s gathered primary research, research that is...
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...the market research method used by a selected organisation The business that I have chosen to evaluate is Kellogg’s and their development using market research on their new product, the Crunchy Nut Bites. I will be evaluating their wide range of marketing research methods that they have used to promote their upcoming product to their target market in the most efficient way. Kellogg’s have initially promoted their new cereal bar first of all, by using market research to get an aspect of their target market and to get a good idea of what they personally want from Kellogg’s as a brand. They have used various market research methods to find out what consumers think and want today and also in the future. Using a wide range of research method helps Kellogg’s to make informed and professional choices that will benefit the business in the long term. It also ensures the new products will meet the consumer needs because Kellogg’s would have already completed research methods such as surveys that will give them a personal idea of what their customers want from their brand. As well as this, using marketing research methods also improves Kellogg’s competitive advantage because it be simply researching into their customers, the business would have a clear idea on the ways where they can ensure that their customers are most likely to purchase their product, therefore giving them an advantage compared to their competitors. First of all, Kellogg’s gathered primary research, research that is...
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...Southern Methodist University Cox School of Business MKTG 6223-021 Analytic Methods for Understanding What Consumers Value 195 Crow Thursdays 2-4:50 pm Spring 2011 Professor William R. Dillon 210A Fincher 214/768-3163 Email: bdillon@mail.cox.smu.edu Office Hours: Thursday 1-2 pm and by appointment Course Description Determining what is valued and the importance of product features and service offerings is perhaps the most important issue that marketing managers face. Recently, conjoint and choice models have become popular techniques to help marketing managers understand what customers value. The objective of this course is to expose the student to a variety of preference models used by brand managers and marketing analysts and to give students hands-on experience in using conjoint and choice modeling techniques. This course examines these marketing decisions using a combination of lectures, cases, and exercises. Learning Objectives: 1) Develop an understanding of consumer decision making frameworks and protocols. 2) Learn how to design and analyze choice/conjoint experiments so as to quantify the importance consumers place on specific attributes/ benefits. Course Material Readings, Lecture notes, Case Exercises and Situation Analysis directions are available on Blackboard at https://courses.smu.edu/webapps/login/ . Evaluation Exam 40% Quizzes 35% Simulation Exercise 25% 100% Please...
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...Literature review on Sponsorship Module title: Integrated Marketing Communication Kingston University, Faculty of Business and Law Academic Year 2012/2013 Introduction Sponsorship as a communication form can contribute significantly to a company by building brand awareness and heighten consumer attitudes (Cornwell et al., 2006). However, the effect of sponsorship is dependent on the public being aware of the sponsor-sponsee relationship. This review aims to determine how the perception of fit between the two influences the agreement, and factors potentially affecting this perception. The review starts with looking at overall perception, before continuing to discuss challenges related to the topic. Perception of fit within sponsorship Olson (2010, p. 180) defines sponsorship as “(…) a sponsor providing cash/and or other compensations in exchange for access to an object’s commercial potential”. Jagre et al. (2001) also highlights that sponsorship is about marketing associations related to the sponsor-sponsee relationship, as the aim is to create awareness and positive attitudes amongst the public (Tench and Yeomans, 2009). Table 1: Graphic illustration of the basic process of sponsorship (Source: Sanghak, 2010). Associations tied to sponsorship come down to the match between a sponsor and the sponsored event (Jagre et al. (2001). This connection can either be obvious or less obvious, and the degree of how logical this link is, is referred to as fit (Gwinner...
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...Statement of the problem How can Look-Look market research industry keep the phase on learning as much about the needs, wants, and culture of the youth, anticipate where its heading and remain on the cutting edge by means of technology. Background of the problem The challenge is that market preferences for this segment of the population change rapidly, sometimes in a matter of days and weeks. This makes it difficult for marketers to target this age group. The young people themselves were not given a very large part to play in the market research process, despite the fact that they are in the best option to give detailed, accurate information on youth trends. In responding to this situation how can Look-Look market research industry keep the phase on learning as much about the needs, wants, and culture of the youth, anticipate where its heading and remain on the cutting edge by means of technology. Objectives To look into encountered challenges facing by Look-Look marketing research. To look into a depth of view of how we can cope with the strengths, weaknesses, opportunity, and threats in a market research industry. To analyze and understand what market research solutions can be made and turn them into actions. SWOT analysis | |Strengths |Weaknesses | | | | ...
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...Answer: - 1 At the point when managing showcasing research, the crucial parts are connecting the purchaser, client and general society through different methods for getting data to the advertiser. The two fundamental components of promoting exploration are the issue distinguishing proof examination and critical thinking examination. (Malhotra 2010). The NFL is a game, which is overwhelmed by men for a long time, just as of late has the NFL perceive the future gathering of people in ladies. They are presently acting rapidly so they can catch the single fragment business sector to trade out furthermore to make ladies more mindful and request about the game. The underlining point to the statistical surveying inquiry is the means by which the NFL markets the association to ladies sufficiently. Promoting exploration can address the matter of successfully showcasing the group and discovering the part of advertising examination when managing NFL. The key part of advertising examination is to get crucial data so they can respond to the business sectors offerings, which is to showcase the NFL group to ladies. Advertising research measures the data required and even conveys NFL with legitimate, pertinent, solid and ebb and flow significant data for accommodating examination purposes. With the nonappearance of promoting examination, it merits observing that the NFL may have unfriendly impacts with poor base administration choices, which can later be excessive. Generally, for enhanced choice...
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...MARKETING (WH) {MKTG} L/R 101. Introduction to Marketing. (C) Niedermeier. The objective of this course is to introduce students to the concepts, analyses, and activities that comprise marketing management, and to provide practice in assessing and solving marketing problems. The course is also a foundation for advanced electives in Marketing as well as other business/social disciplines. Topics include marketing strategy, customer behavior, segmentation, market research, product management, pricing, promotion, sales force management and competitive analysis. 211. (MKTG773) Consumer Behavior. (C) Cutright, Reed. Prerequisite(s): MKTG 101. This course is concerned with how and why people behave as consumers. Its goals are to: (1) provide conceptual understanding of consumer behavior, (2) provide experience in the application of buyer behavior concepts to marketing management decisions and social policy decision-making; and (3) to develop analytical capability in using behavioral research. 212. (MKTG756) Marketing Research. (C) Shen, Eliashberg. Prerequisite(s): MKTG 101, STAT 101. Students are highly encouraged to take statistics in the semester immediately preceding this course. This course examines the role of marketing research in the formulation and solution of marketing problems, and the development of the student's basic skills in conducting and evaluating marketing research projects. Special emphasis is placed on problem formulation, research design, alternative methods...
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...International Marketing Research: Part 1 (KFK International Marketing) Dr.Petra Riefler Chair of International Marketing Comparison of different response styles based on cross-cultural differences WS 2012/2013 Nikolina Saric (0409312) Abstract The variety of response styles based on national and cross-cultural differences and their impact on the interpretation of the research findings is of a significant concern for international marketing researchers (Diamantopoulos et al., 2006; Dolnicar & Grün, 2007; Rocereto et al., 2012). Whether the response styles remain stable across altering stimulus formats and whether ignoring the influence of different response styles would make research findings reliable or not was tested in Diamantopoulos et al.´s (2006) study. The Rocereto at al. (2012) investigated the impact of different stimuli on the degree of extreme response style (ERS) or “the respondents´ tendency to use the extreme categories on rating scales” (Harzin et al. 2011, p.3), by using semantic differential and Likert- type scales. Dolnicar & Grün (2007) on the other hand, extended the investigation by analyzing full response patterns instead only extreme values. The purpose of this paper is to highlight the new insights the above mentioned papers delivered, to find out on which points the authors agreed/disagreed and to emphasize the meaning of results for the future work. Introduction and Findings The major issue of international researches, according to...
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...Marketing research Marketing research is “the process or set of processes that links the consumers, customers, and end users to the marketer through information — information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications.”[1] It is the systematic gathering, recording, and analysis of qualitative and quantitative data about issues relating to marketing products and services. The goal of marketing research is to identify and assess how changing elements of the marketing mix impacts customer behavior. The term is commonly interchanged with market research; however, expert practitioners may wish to draw a distinction, in that market research is concerned specifically with markets, while marketing research is concerned specifically about marketing processes.[2] Marketing research is often partitioned into two sets of categorical pairs, either by target market: • Consumer marketing research, and • Business-to-business (B2B) marketing research Or, alternatively, by methodological approach: • Qualitative marketing research, and • Quantitative marketing research 1 Role The task of marketing...
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...Relationship Between Unplanned Buying And Post Purchase Regret Introduction: The theory of cognitive dissonance was developed in 1957 by Leon Festiner. Festinger describes cognitive dissonance as a psychological state which results when a person perceives that two cognitions both of which he believes to be true, do not “fit” together; that is, they seem inconsistent. The resulting dissonance produces tension, which serves to motivate the individual to bring harmony to inconsistent elements and thereby reduce psychological tension (Loudon, Bitta 2006) Regret arises from individuals expending cognitive efforts to consider the chosen option against the rejected options (Inman, Dyer, and Jia 1997). Individuals must think in order to feel regret. For individuals to experience regret, they have to cognitively process and cross-compare one option (chosen) to another option (foregone). If the result of the comparison is perceived to be unfavourable (i.e. the foregone option is perceived to be better than the present option), then individuals are prone to feeling regret over their actions. According to Sugden (1985) regret has been known to be a painful sensation that arises as a result of comparing ‘what is’ with ‘what might have been. Regrets about what one has failed to do or what one has done are common. It has been defined as the negative cognitively-based emotion that we experience when realizing or imagining that our present situation would have...
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...efficiency depends on the type of underlying product specific buying behavior. As our findings show, displays are more effective in influencing purchase behavior when used with impulsively bought products. The question to which extend other categories should be considered for display promotion needs careful evaluation. With product categories bought routinely, other than display-based forms of promotion seem to be more promising strategies with regard to promotional efficiency. Introduction Sales promotions cover a wide spectrum of activities to influence consumers to make a purchase. Especially monetary promotions like price-offs, rebates or coupons, are heavily used in this context, and their effects have received considerable attention in research (Darke 2001; Tellis 1998, p. 218). Among non-monetary approaches to influencing purchase behavior at the POP, displays are frequently used (Rossiter & Percy 1997, p. 391; Tellis 1998, p. 235; Sullivan & Adcock 2002, p. 148). For instance, Gibson (1992) reports that up to 62 percent of total sales of popular brands are attributable to displays. The impact of...
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