1. Market Intelligence Class 12 1 A brief course wrap up

2. 3 Key Skills 1.Backward market research 1.Getting data and judging its quality 1.Understand when and how to use common tools for marketing problems

3. 3 Key Skills 1.Backward market research 1.Getting data and judging its quality – Secondary data – Exploratory research – Descriptive research – Causal research Tools for classic marketing problems – Disaggregate choice modeling – Quadrant analysis – Cluster analysis (segmentation) – Perceptual maps – Experiments/quasi-experiments – Conjoint analysis – Regression for promotion analysis – BASES Primary data

4. Tools for common marketing decisions Competition: Quadrant analysis, disaggregate choice modeling, perceptual mapping, conjoint, cannibalization analyses Positioning: disaggregate choice modeling, Quadrant analysis, perceptual maps Segmentation and targeting: tactical vs strategic, Index #s, experiments and interactions, factorial designs, cluster analysis, 3 criteria for good segments New Product Development: ethnography, Focus groups, conjoint, BASES, Disaggregate choice modeling, perceptual mapping Pricing: Conjoint, regression, experiments Promotion Effects: Multiple regression, quasi-experimental designs and true experiments Product Design: Ethnography, Focus Groups, Conjoint 4

5. Be a smart user of research You have been put in role of researcher throughout course Goal: give you basic understanding of common tools so that you become a more sophisticated user – When and how are the various tools/methodologies/techniques used in practice? – What can you learn from them? What are their limitations? – Know the right questions to ask – what to look for You now have skill set you need to collaborate effectively with your research providers and make better business decisions based on market intelligence 5

6. Finally, … End up regularly using material from this class in your job? Please consider being a future guest speaker. Thank you for a great term! 6