1. Turning Marketing Information Into Action Key terms & concepts Measures of success Measures of success Marketing research Marketing research Primary & secondary data Primary & secondary data Questionnaire data Questionnaire data Sales forecast Sales forecast

3. Step 1: Define the Problem Set objectives Set objectives Identify possible marketing actions suggested by research Identify possible marketing actions suggested by research Example: Coke; Mattel toys Example: Coke; Mattel toys

4. Step 2: Develop Research Plan Identify data needed for marketing actions Identify data needed for marketing actions Identify how to collect data Identify how to collect data ConceptsConcepts Methods usedMethods used Can we ask consumer questions that they can answer?Can we ask consumer questions that they can answer? Is observing consumers’ behavior better than asking questions?Is observing consumers’ behavior better than asking questions? Can we observe behavior without biasing the results?Can we observe behavior without biasing the results?

5. Step 3: Collect Relevant Information Secondary data Secondary data Internal vs ExternalInternal vs External Advantages: limited time, low costAdvantages: limited time, low cost Disadvantages: outdated, relevanceDisadvantages: outdated, relevance Primary data Primary data Observing behaviorObserving behavior Asking questionsAsking questions videovideo

6. Step 3: Collect Relevant Information Primary data Observing behavior Observing behavior Mechanical/electronic: ie. Nielson Media Research “people meter”Mechanical/electronic: ie. Nielson Media Research “people meter” Personal observationPersonal observation Questioning consumers Questioning consumers Idea generationIdea generation Interviews; focus groups Interviews; focus groups Idea evaluationIdea evaluation Panels, experiments, test marketsPanels, experiments, test markets Advantages & disadvantages Advantages & disadvantages

7. Step 4: Final Report Analysis of data Analysis of data Present findings Present findings Make recommendations Make recommendations

8. Sales Forecasting Knowledgeable groups Knowledgeable groups Survey of buyers’ intentionsSurvey of buyers’ intentions Sales from survey forecastSales from survey forecast