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In this course, we review the steps in the marketing research process. We will discuss the steps involved in developing the research plan.  We also consider how marketers can develop effective metrics for measuring productivity. Tags: Philip Kotler, Kevin Lane Keller, Marketing Management by Philip Kotler, Marketing Management Kotler chapter 4.

English

Understanding Marketing Management - Chapter 4 by Phillip Kotler and Kevin Lane Keller

Management

This is the overview of the course Marketing Research and Systems.

Course Overview

Good marketers need insights to help them interpret past performance as well as plan future activities. To make the best possible tactical decisions in the short run and strategic decisions in the long run, they need timely, accurate, and actionable information about consumers, competition, and their brands. Discovering a consumer insight and understanding its marketing implications can often lead to a successful product launch or spur the growth of a brand.

Conducting Market Research

In this lesson Marketing Research Process, we will define the problem, develop the plan, collect the information, present the findings and make the decisions.

The Marketing Research Process

The second stage of marketing research is where the researchers along with the team, develop the most efficient plan for gathering, the needed information and what that will cost.

Develop the Research Plan

In this lesson, we will see that Marketers collect primary data in five main ways - observation, focus group, surveys, behavioral data and experiments.

Collecting Primary Data

In this lesson, Himanshu explains that Marketing researchers have a choice of three main research instruments in collecting primary data.

Research Instruments

This lesson is about Sampling plans and Contact Methods.

Sampling Plans and Contact Methods

In this lesson, Himanshu explains how to collect the information, analyse the information, integrate the information, present the findings and make the decisions.

Collect the Information, Analyse the Information, Integrate the Information, Present the Findings and Make the Decisions

In this lesson, we will focus on Measuring the Marketing Productivity - Marketing Metrics.

Measuring the Marketing Productivity - Marketing Metrics

This lesson focuses on Measuring Marketing Productivity - Marketing Modelling.

Measuring Marketing Productivity - Marketing Modelling

This lesson focuses on Measuring Marketing Productivity - Marketing Dashboard to improve the Effectiveness and the Efficiency.

Lessons

11 lessons • 1h 14m

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Course Overview

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Conducting Market Research

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The Marketing Research Process

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Develop the Research Plan

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Collecting Primary Data

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Research Instruments

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Sampling Plans and Contact Methods

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Collect the Information, Analyse the Information, Integrate the Information, Present the Findings and Make the Decisions

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Measuring the Marketing Productivity - Marketing Metrics

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Measuring Marketing Productivity - Marketing Modelling

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