E: Marketing Info, Research, and Planning

What is secondary research?

• a detailed plan outlining the research design, methodology, & timeline

• articulate the research problem/objective; sets foundation for the entire research process

• conduct a review of existing literature, industry reports, & available data to gather relevant info; helps in understanding the context & may inform the primary research

• define the target population & select a representative sample

What are quantitive research methods?

• surveys, experiments, or structured observations to collect numerical data

• random sampling, stratified sampling, convenience sampling

• exploratory, descriptive, casual, and product research

What are primary data sources?

• surveys/questionaires, interviews, industry reports, observations, experiments, social media/online platforms, field trials, direct communication, personal diaries/journals, in-depth interviews

• surveys/questionaires, interviews, industry reports, observations, experiments, social media/online platforms, news articles, online databases

• surveys/questionaires, interviews, observations, experiments, social media/online platforms, field trials, direct communication, personal diaries/journals, in-depth interviews

• government publications, industry reports, academic journals, books/encyclopedias, company reports, news articles, online databases

What are secondary data sources?

• government publications, industry reports, academic journals, books and encyclopedias, news articles

• interviews, focus groups, observations, experiments, in-depth interviews

recognizing & categorizing distinct groups of consumers with shared characteristics. By understanding the unique needs & preferences of these segments, businesses can tailor their marketing strategies to effectively reach & satisfy target audience.

• concept of market planning

• concept of market research

• concept of customer psychology

• concept of target markets and market segmentation

What is geographic segmentation?

• categorizing by geographic factors (region, country, city size, or climate)

• categorizing by geographic factors (region, country, city size, or climate)

• segmenting the market based on consumer behaviors (buying patterns, product usage, brand loyalty, & benefits sought)

• dividing the market based on demographic factors (age, gender, income, education, marital status, and occupation)

What is demographic segmentation

• grouping consumers based on lifestyle, values, attitudes, interests, and personality traits

• dividing the market based on demographic factors (age, gender, income, education, marital status, and occupation)

• categorizing by geographic factors (region, country, city size, or climate)

• segmenting the market based on consumer behaviors (buying patterns, product usage, brand loyalty, & benefits sought)

What is psychographic segmentation?

• categorizing by geographic factors (region, country, city size, or climate)

• grouping consumers based on lifestyle, values, attitudes, interests, and personality traits

• dividing the market based on demographic factors (age, gender, income, education, marital status, and occupation)

• segmenting the market based on consumer behaviors (buying patterns, product usage, brand loyalty, & benefits sought)

What is behavioral segmentation?

• grouping consumers based on lifestyle, values, attitudes, interests, and personality traits

• categorizing by geographic factors (region, country, city size, or climate)

• dividing the market based on demographic factors (age, gender, income, education, marital status, and occupation)

• segmenting the market based on consumer behaviors (buying patterns, product usage, brand loyalty, & benefits sought)

What are SMART goals?

• special, measurable, achievable, realistic, and time-sensitive

• specific, measurable, analytical, rendered, time-sensitive

• specific, measurable, achievable, realistic, and time-bound