...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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... MARKET RESEARCH:- Consumer marketing research is a type of sociology (applied) that has its main focus on the preferences, attitude and behaviour of consumers in a competitive economy. The main objective is to understand the effectiveness and success levels of pull-marketing campaigns. Consumer marketing research is also known as the systematic identification, analysis, collection and distribution of information mainly for the purpose of helping the management in decision making process related to the classification and solution of prospects and problems in marketing. The goal of marketing research is to identify and assess how changing elements of the marketing mix impacts customer behaviour. Assess of consumers (prospective and existing)can be done with consumer market research from Informatics Outsourcing. Consumer market research can help in the quests of, * Gathering market information regarding opinions and trends * Acquiring information on consumer behaviour * Measure the interest levels in new products and service offerings * Generating a list of potential new customers Consumer marketing research is also a Part of market research in which the preferences, motivations, and buying behavior of the targeted customer are identified through direct observation, mail surveys, telephone or face to face interviews, and from published sources (such as demographic data). Business to business market research Business to business (B2B) research is inevitably...
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...Marketing Research Kudler Fine Foods was founded by Kathy Kudler. On June 18th, 1998 the first Kudler Fine Foods opened. Kathy was the Vice-President of Marketing for a large defense contractor. She was constantly on the go, and corporate life was taking its toll on her thus her gourmet cooking was her stress reliever. On a shopping trip for ingredients she realized there was an opportunity for an upscale food shop in LaJolla, California. Kathy developed a business plan, obtained financing and six months later the birth of Kudler Fine Foods. Within nine months Kathy was able to break even and became profitable for a year. In 2000, Kathy was able to open a second store in Del Mar, California and in 2003 her third store was introduced in Encinitas, California. Kathy believed in having the best imported and domestic products such as fresh produce, meat, seafood condiments, packaged foods, specialty dairy products such as cheese and pastry products. Kathy’s mission is to “Shop the world” (University of Phoenix Virtual Organization Kudler Fine Foods, 2011). They offer the finest foods, wines and unsurpassed service. To ensure Kathy’s business has a continual success and growth conducting marketing research is a vital aspect of her business. Obtaining information on her customers, region, and geographical location is vital to ensure she is providing the proper products to the right people. Catering to the consumers is what is important to the growth of their business...
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...Marketing research is the process of defining a marketing problem and opportunities, systematically collecting and analyzing information, and recommending actions (Kerin, Hartley & Berkowitz, 2009). Marketing research helps assess market potential, gives insight to into customer motivation, purchase behavior and consumer satisfaction. The purpose of marketing research is to gather, analyze, and interpret data related to the company’s market, competitors, marketing objectives, and customer demands. Kudler Fine Foods is a gourmet grocery store that has experienced significant growth, and is now focused on expanding its services, improving the efficiency of its operations, and increasing the consumer purchase cycle as a mean to increasing the loyalty and profitability of its consumers. The organizations strategic objective is to increase loyalty and profitability of consumers. To meet the objective, the business focus includes expanding services, offering a frequent shopper program, and increased business efficiency. Through market research the organization can obtain information needed to make reasonable estimates about what consumers will or won’t buy. The objective when research is performed is to reach a deep understanding of customers and their emotional connections to the products they buy and use. The marketing objectives Kudler Fine Foods outline begin with gathering information of their customers, competitors, suppliers, and other market forces. Once the information...
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...TABLE OF CONTENT |Title |Page No | |Section A |2 | |Question 1 |2 | |1.0 Introduction |2 | |1.1 Factors passengers consider when selecting airline |5 | |1.1.1 Service offered by airline employees |5 | |1.1.2 Departing and arriving on time |4 | |1.1.3 Feeling safe when flying |5 | |1.1.4 On-line services offered by MAS |6 | |1.1.5 Price |6 | |1.1.5.1 Everyday Low Fares ...
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...Marketing Research Nick Thakurani July 29, 2012 MKT/421 Mrs. Stephanie Burns Kudler Fine Foods is a high-end specialty food store located in the San Diego metropolitan area. The have three locations: La Jolla, Del Mar and Encinitas. All these locations are beautifully designed boasting an 8000 square feet space in fashionable shopping centers. Kudler Fine Foods is currently looking into improving and possibly expanding operations by introducing aggressive marketing strategies and tactics. In this paper I will evaluate Kudler’s marketing strategies and emphasize on the important of marketing research. I will also speak about additional marketing strategies Kudler can perform to maximize results, while highlighting the importance of competitive intelligence in regards to the development of Kudler’s marketing strategy and tactics. Marketing research is extremely important and will help Kudler Fine Food’s create long term business plans, launch new proposals and products and most importantly expand into new markets. “Marketing Research is the process of assessing the viability of a new product or service through techniques such as surveys, product testing and focus groups. Market research allows a company to discover who their target market is and what these consumers think about a product or service before it becomes available to the public.” Having a successful marketing research team will be very important to Kudler Fine Foods. Kudler already has some...
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...Marketing Research Kudler Fine Food’s is an upscale gourmet food store located in the San Diego metropolitan area and has three locations. Each store is stocked with the finest bakery, meats, produce, cheese and dairy products, and many domestic and imported wines (Kudler Fine Foods). This composition will discuss the importance of marketing research in the development of Kudler Fine Foods marketing strategy and tactics, and will identify the areas where additional market research is needed. The author of this paper will also analyze the importance of competitive intelligence and analysis in regards to the development of Kudler Fine Food’s marketing strategy and tactics. Importance of Market Research Armstrong and Kotler (2011) stated, “Marketing research is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization” (p. 106). The ultimate importance of marketing research is to determine what the consumer wants, prime location, and who the competition is. Companies that invest time in conducting a market research increase their chances of succeeding. Market research plays an important role in every aspect of an organization’s strategy of expansion and diversification. Due to Kudler Fine Foods expanding their services, they need to know more about their competition by conducting a market research. The market research will assist Kudler Fine Foods in determining the areas or location potentially weak...
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...The Importance of Market Research For marketers and firms like Arbitron, Inc., marketing research is essential to connecting with consumers and gaining a better understanding of their behavior. It is also needed to receive the consumers input. Marketing research is highly important so that marketers can determine and decide the most appropriate ways to communicate and deliver value to the consumers. It is the marketer’s goal to maintain and develop a long-lasting relationship between brands and consumers (Burns & Bush, 2006). Marketing research is important because it helps marketers resolve marketing dilemmas. It also supports with marketers learning more about important matters in greater detail, and it is a critical component when making sound decisions. For example, if a company’s revenues are down, marketing research can help with determining why customers are not buying as they were in the past. Good marketing research also determines a variety of options for new products entering the marketplace (KnowThis LLC, 2013). Define Market Research Marketing research is a process in which marketers understand, find, assemble, examine, and report pertinent information that helps marketers with making informed decisions and solving marketing related matters (Burns & Bush, 2006). According to the AMA, marketing research plays the role of linking the consumer, customer, and public to the marketer by various ways of information communication. This information is used...
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...Marketing Research Marketing Research is imperative to Disney Pixar’s success. Marketing research is the process in which managers perform to gather information effectively to introduce their products and services to their target market. Although the amount of time required for this research depends on the size of the target market and the company's line of business, there is a defined process used to implement the company's products or services. This process includes 1) assessing information needs, 2) developing needed information through internal databases, 3) implementation of marketing research, 4) organization of ideas, and 5) distributing and using information. Therefore, marketing research is important to developing a marketing strategy because it assesses what steps a company needs to take to reach their target market. Therefore, marketing research is important to developing a marketing strategy because it assesses what steps a company needs to take to reach their target market. The Internet has helped with collecting marketing data through online focus groups, Internet surveys, and experiments. The marketing research process also involves collecting and secondary data. Secondary data involves re-checking internal and external secretarial and marketing procedures, such as sales invoices, warranty cards, and published material. Therefore, an efficient means for data collection will assist this process. As defined within Marketing Research, "scaling is the process of creating...
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...“How online dating won the heart of the nation” Bacon, Jonathan, Marketing Week (Online Edition) 2/11/2015, p9-9. 1p. MBA 7603 Marketing Research and Consumer Behavior October 3, 2015 “How dating sites should find ways of making is more safer for women” This article has been generated from either primary or secondary research, which is almost essential for all business ventures, yet some smaller organizations choose to omit this crucial step in their operations. In this article “How online dating won the heart of the nation, Jonathan Bacon, addresses the concerns over safety and online abuse and how it must be addressed. He further notes that established subscription dating sites like eHarmony and MATCH.com are more concerned with expanding their services rather than focusing on growing brand awareness and safety. Before creating his research plan, he looked at past studies for the use of market research. The primary study was analyzed by Mintel Group Ltd. a global marketing company based in London, since 1972. Bacon has researched online dating markets specifically in the Great Britain areas of England and Wales. He points out the significance and the changes of how online dating apps has diminished the social stigma associated with online dating. With “A growing number of singletons (singles) and fading social stigma have seen the value of the online dating market skyrocket in recent years” says bacon. This proves that the market of online dating has a great affect...
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...Marketing Research MKTG 3401 – Fall 2012 Section 01 W/F 11:45 am – 1:25 pm 330 Dodge Professor: Felicia Lassk Office: Hayden Hall 202 Office hours: W, 1:30 – 2:30 p.m. or by appointment Phone: (617) 373-5307 Email: f.lassk@neu.edu Blackboard: blackboard.neu.edu “MKTG 3401 Lassk Fall 2012” Text: Marketing Research, Malhotra, 6th Edition, 2010 – NU custom text. Prerequisites: MKTG 2201, MGSC 1201 and 64 SH toward the degree Course Description: This course focuses on the marketing research process and the analysis of data using SPSS statistical software. It gives students the opportunity to develop an understanding of consumer attitudes and behavior processes as the basis of the design of marketing problems. The course covers topics such as problem definition, research design, sampling, attitude measurement, questionnaire design, data collection, and data analysis. Statistical Package: SPSS is available as a 6-month rental for $35 plus $4.99 download fee. Details on how to access the rental are provided in the Tech Marketplace of MyNEU Portal under “Free and Discounted Software – More Software tab.” SPSS is also available for free through MyApps using MyFiles to house your data files. Please note, to access SPSS with MyApps on campus, you must be connected to “NU-Secure” wi fi. Details to access MyApps and“NU-Secure” wi fi is provided in the MyNEU portal. You must be able to access SPSS through either of these options by 9/19. ...
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...|To be completed by the student |To be completed by the markers | |Module Name and code |MARKETING RESEARCH |First Marker’s name |Farhod Karimov | | |2UZB607 |(acts as signature) | | |Tutor Name |Farhod Karimov |Second Marker’s name | | | | |(acts as signature) | | |Student ID (UoW) | |For Registrar’s office use only (hard copy submission) | |Student ID (WIUT) | | | |Deadline date |1 December, 2014 | | |Individual assignment |( N/A | | |Group assignment...
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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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...Assignment 1 Red Bull Female Perspective Focus Group Marketing Research Introduction: For over 26 years, Red Bull has manufactured and sold energy drinks. With over 40 billion cans consumed and sold in over 166 countries, Red Bull is currently the number one energy drink brand consumed worldwide, but as new energy drink companies emerge and the market saturates, it is important to retain a competitive edge. A report conducted by Nielsen on users of energy drinks states that a new heavy user category has been discovered; young mothers (Nielsen, 2013). In the past Red Bull has remained very neutral, appealing to both males and females with gender neutral packaging and directed marketing to the target markets of young males, students and club goers. Recently, direct competitors such as Monster and 5 hour energy have created flavours designed specifically for the female demographic. As an industry leader, it is important to evaluate possibilities, especially if they mean gaining market share. This focus group will explore the potential opportunities that this newly discovered target market may hold. Purpose of study (problem definition): The following study is an attempt to gather insight on the wants and needs of a new target market demographic (young mothers and young female energy drink consumers). Will a new female-oriented beverages be well received and potentially profitable? Specific research objectives and information/data requirements: The Goals of this...
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...------------------------------------------------- Course: BUSN 0408 – Marketing Research ------------------------------------------------- ------------------------------------------------- Instructor: Dr. Jack Crumbly ------------------------------------------------- Office hours: MW 11:00AM - 1:00PM, T: 10:00AM-12:00PM F: 11:00AM-12:00PM or by appointment ------------------------------------------------- Office location: College of Business Room 208 ------------------------------------------------- Phone: 334-727-8733 ------------------------------------------------- Email: crumblyj@mytu.tuskegee.edu ------------------------------------------------- ------------------------------------------------- Textbooks: Basic Marketing Research Using Microsoft Excel Data Analysis, 3rd edition by Alvin C. Burns and Ronald F. Bush; Prentice Hall, Upper Saddle River, NJ: Pearson Education Inc. ------------------------------------------------- ISBN: 978-0-13-507822-8 ------------------------------------------------- ------------------------------------------------- Course Description & Purpose The purpose of this course is to provide you with the knowledge and skills necessary to conduct a market research project from its inception to completion, including problem formulation, research design, sampling, data analysis, and interpretation of results. Students are exposed to a number of research techniques, including several descriptive analyses...
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