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Marketing Research


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purpose of research
-reduce uncertainty in our "best guess" about
-customer perceptions about product attributes
-importance and weights on attributes
-desire for ideal products
research requirements
uses of marketing research
diagnostic analysis, opportunity analysis
diagnostic analysis
-backwards looking
-how do customers perceive our offerings?
-how do these perceptions explain current performance?
-availability, awareness, perceptions, history, competition
opportunity analysis
-future looking
-does the market present unexploited opportunities for growth?
-how do we exploit these opportunities?
-new product design
identifying opportunities
-want to reposition an under-performing brand
-want to introduce new brand
ways to elicit customer input
direct elicitation vs. indirect elicitation
direct elicitation
-obtain direct ratings of customer perceptions about real and ideal products
direct elicitation implementation
-plot perceptions of brands against their objective attribute values
-relate this to customer ideal perceptions
-choose objective attribute levels that insure that one's brand is perceived to be near the ideal
perception map givings
-opportunity analysis and forecasting
-easy way to spot opportunities for new product niches that aren't currently served
what positioning maps do not give up
-tactical advice about how to suceed in those niches
-forecast of how consumers will respond to new offerings
indirect elicitation
conjoint analysis
conjoint analysis
infers relative importance of product features and how objective values of products relate to their desired values

Deck Info