Marketing Research
Terms
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- purpose of research
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-reduce uncertainty in our "best guess" about
-customer perceptions about product attributes
-importance and weights on attributes
-desire for ideal products
-responsiveness - research requirements
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-current
-valid
-reliable
-representative - uses of marketing research
- diagnostic analysis, opportunity analysis
- diagnostic analysis
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-backwards looking
-how do customers perceive our offerings?
-how do these perceptions explain current performance?
-availability, awareness, perceptions, history, competition - opportunity analysis
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-future looking
-does the market present unexploited opportunities for growth?
-how do we exploit these opportunities?
-new product design - identifying opportunities
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-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
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-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
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-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
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-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