You are in the role of a researcher employed by a marketing magazine and have been asked to investigate a number of promotional activities that may form the basis of future articles in editions of the magazine.…
References: Mowen, J.C. & Brown, S.W. 1981. On Explaining and predicting the effectiveness of celebrity endorses. Advances in Consumer Research, 8(1): 437441…
| Page 199 – 200 The Canadian publishers could use marketing research to identify and define both marketing problems and opportunities and to generate and improve marketing action.…
The goal is to understand how marketers can make better decisions, based on different types of consumer research, show how the relevant customer insights can help to determine strategies and explore the ways to improve business performance. It’s that we are going to explain during this study.…
The target population for Penton Media’s study is the people who read their business magazines. Their subscribers consist of 1.7 mission people in the US, so they originally tested out the survey via phone with a small selection of subscribers. They then sent out a second preliminary survey to 300…
Zikmund, W. G., & Babin, B. J. (2010). Exploring marketing research (10th ed.). Mason, OH: Thomson South-Western.…
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The first chapter of the American pageant focuses on the discovery of the Americas and how they came to be. The North American continent broke off from a Supercontinent called Pangaea some 200 million years ago. It was anchored in its current position by the Canadian Shield, an ancient rock plate below the continent. Many natural wonders of the Americas were created in this period of time, like the Appalachian Mountains, and the Grand Canyon. After an ice age, the great lakes, and many other freshwater systems were left behind.…
We conduct marketing research to connect and understand what our clients’ various target audiences are seeking in terms of information, services, products, etc. Last year, one of our clients Cousins Properties used marketing research to provide them with added customer insight around the Avenue. It (The Avenue) is an outdoor lifestyle center concept with eight locations throughout the Southeast. We encouraged Cousins Properties to conduct a series of consumer surveys before they went on redesigning the website for the (Avenue) brand. The surveys have made Cousins Properties become more tuned in to customers’ needs. In addition, we also helped Cousins Properties uncover patterns on customers’ use of social media and other information that help them continually deliver what their customers want. For example, we took advantage of the viral component of Facebook to develop and Affordable Luxuries Facebook contest as an extension of the Cousins Properties’ holiday advertising campaign, growing the company’s fan base from 90 to more than 1,300 in three…
Several radio stations nowadays feature pop songs because they are somehow catchy and popular, hence the name of the genre. Making a new pop hit on the radio is very difficult because there are so many creative aspects in a typical pop song. In addition to that, all pop songs are different with very unique components to them.…
____ 2. The function of _____ is to address "what if" questions. It entails planning, collecting, and analyzing data relevant to marketing decision making, and the communication of the results of this analysis to management.…
Large advertising agencies have evolved pseudo-scientific methods through experience, research and intuition that yield a demographic profile of the target audience, who are the most important predictors of purchasing behavior.…
Also consider knowledge and experience levels. For example, try using professional and educational backgrounds when determining the knowledge and experience of an audience. Sometimes it is best to categorize your audience as novice, intermediate, and expert. Novices are not very knowledgeable and fear a certain subject. They prefer basic concepts and procedures and would rather get things done quickly in order to get quick results. Intermediate Audiences have some knowledge and experience. And Experts are very knowledgeable (, 2000).…
The History of MTV. 2011. [video online]. Available at: http://www.youtube.com/watch?v=Y6jz65yRcy8 [Accessed on 12 March 2013].…
Many small businesses and nonprofit organizations assiduously avoid more than a cursory flirtation with marketing research because they misunderstand what it is and what it can accomplish. Five misconceptions often dominate managers’ thinking about it: 1. The “big decision” myth. You turn to marketing research only when you have a major decision to make; otherwise it has little to do with the details of day-to-day decision making. 2. The “survey myopia” myth. With its random samples, questionnaires, computer printouts, and statistical analyses, marketing research is synonymous with field survey research. 3. The “big bucks” myth. Marketing research is so expensive that it can only be used by the wealthiest organizations, and then only for their major decisions. 4. The “sophisticated researcher” myth. Since research involves complex and advanced technology, only trained experts can and should pursue it. 5. The “most research is not read” myth. A very high proportion of marketing research is irrelevant to managers or simply confirms what they already know. Often the research is so poorly designed and written up or so esoteric that it simply ends up in the bottom drawer. In this article I consider each of the myths and show why they are misleading. Then I suggest several approaches to low-cost research. The “Big Decision” Myth Too often, marketing research is deemed necessary only for decisions involving large financial stakes and in such cases should always be carried out. But research should be viewed from a cost-benefit perspective. Its costs are usually of two types—the expenses for the research itself and the amount of lost sales and lost competitive advantage caused by delaying a decision until the results are in. The benefits result from improving the quality of decisions under consideration. Any improvement, in turn, is a function of the stakes involved and how uncertain you are about the rightness of…