Step 1 (2) Flashcards
What is important about the marketing process?
the marketing research process is important for helping the marketing team understand customers.
The marketing process helps the marketing team _________ customers.
understand
What are some reasons to develop a research plan and gather data to get insights from and about customers?
- Brands that have a good research process routinely get insights about their customers and markets that aren’t available any other way.
- Brands that are disciplined about conducting marketing research get insights that provide them with a competitive advantage.
Brands that are disciplined about conducting marketing research get insights that provide them with a _______ _______.
competitive advantage
Brands that have a good research process routinely get insights about their customers and markets that…
aren’t available any other way
When developing a research plan, it’s important to first agree on the _____ ______.
research question
What do you need to first agree on when developing research?
research question
What is the research question?
the primary goal of the marketing research effort.
the research question is the primary _____ of the marketing research ______.
goal, effort
Research questions are usually formulated around some sort of ______ that needs solving
problem
Research questions are usually formulated around….
some sort of problem that needs solving
for example, a marketing team may have developed a series of ad concepts, all of which seem creative and compelling. How can the team determine which concept might work best? The team could simply guess, using its instincts to choose a concept. A better alternative is to conduct research with customers, showing them the various concepts and getting feedback on each of them. Obviously, it takes time and effort to do the research, but there’s a real payoff to making the right choice.
What are some examples of research questions?
How satisfied are our customers?
Which new products would customers most likely purchase?
How aware are potential customers of our solutions?
What attributes of our service or product do customers find most valuable?
What criteria do customers use when making purchase decisions?
How do customers rate our solutions against competing solutions?
How likely are our customers to recommend our solutions?
What are our customers’ most pressing unmet needs?
When the precise question that research should focus on is a bit hazy what type of research should a marketer use?
exploratory research
Exploratory research is used to…
gain clarity
What is the aim of exploratory research?
This type of research is aimed at getting ideas or insights to funnel broad research questions into more specific ones.
