About This Chapter
Research for Marketing - Chapter Summary
You'll appreciate this chapter on research for marketing as you review marketing controls and how a marketing mix is created for individual cultures. Our professional instructors will help you gain a richer understanding of beliefs, values, and attitudes in marketing. By the end of the chapter, you should feel ready to:
- Outline the purpose of marketing research
- Distinguish between qualitative and quantitative research
- Provide an overview of online and in-person focus groups
- Discuss marketing statistics and test marketing
- Recount the importance of market segmentation
- Outline how to evaluate criteria in marketing
- Explain what's involved in evaluating a marketing plan
- Define cross-cultural marketing
Our educators are experts at helping people understand research for marketing. Each video lesson includes a full written transcript that you can print and use to study. In the video transcripts, you'll find vocabulary words highlighted for easy recognition. There's also a short quiz for each lesson that will test your comprehension of the concepts covered.
1. Marketing Research: Definition, Purpose and Role in Marketing Strategy
If you're a business owner, you need to know your clientele. Watch this lesson to understand the purpose and role of marketing research strategy in an overall marketing plan. This might be just the info you need!
2. Quantitative vs. Qualitative Research in Marketing
After watching this video lesson, you will know the differences between quantitative market research and qualitative market research. You will see what strengths each has and how these can work together.
3. Marketing Controls: Market Research, Test Marketing & Marketing Statistics
In this lesson, we will explain the purpose of marketing controls and explore related concepts, such as market research, test marketing, and marketing statistics.
4. Conducting Marketing Research Focus Groups: Online & In-Person
Gathering a group of people together to ask their opinions is a staple of marketing research. In this lesson, we'll examine what goes into building and running both a traditional and an online focus group.
5. Attitudes, Values & Belief: Social Factors in Marketing
Why do consumers make the choices they do? What causes them to purchase certain products? In this lesson, you will learn how the culture, attitudes, values and beliefs of consumers are the social factors that affect how marketers create a successful target marketing mix.
6. Market Segmentation: Why Market Segments Are Important to Marketers
Marketing managers must understand the importance of segmenting a market and the specific criteria for successful segmentation. Before the 1960's, most companies tried to market products to the masses with declining success. It is important to identify key target markets!
7. Market Segmentation: Geographic, Demographic, Psychographic & More
Marketers must be effective at creating niche segments to promote and sell their products or services. There are five specific ways that markets can be segmented in order to create a successful sales opportunity.
8. Cross-Cultural Marketing: Definition & Overview
Cross-cultural marketing is the strategic process of marketing to consumers whose culture is different from that of the marketer's own culture. In this lesson, learn more about the definition of cross-cultural marketing and why it is important. Then test your knowledge with a quiz.
9. How to Create a Marketing Mix for Individual Cultures & Countries
In this lesson, you will learn how companies modify their domestic marketing mix to suit the unique needs and norms of foreign cultures and countries. Companies may find it necessary to modify their current product, their current promotional message, or both.
10. Evaluative Criteria in Marketing: Definition & Summary
Evaluative criteria is an important component of the marketing world. In this lesson, we will learn what it is, as well as discuss real-world examples of how it relates to companies, and us, as individual consumers.
11. How to Evaluate a Marketing Plan
Marketing plans are evaluated to measure their impact on companies and consumers. In this lesson, we will explore how to evaluate marketing plans through customer satisfaction and brand value surveys, Return on Investment calculations, and market share research.
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Other chapters within the TExES Marketing 6-12 (275): Practice & Study Guide course
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