MAR4613 Chapter 7 Notes | California State University, Northridge - Edubirdie

University:
California State University, Northridge
Course:
MKT 304 | Marketing Management
Academic year:

2024
Views:

348

Pages:

2
Author:

Jesenia C.

MAR4613 Marketing Management Chapter 7 Using External Secondary Data Marketing Research Process In Chapter 7, we shift our focus onto retrieving existing information from external sources. Some of this external information may end up in the company's DSS; some of it may also be in the form of "big data. How to Get Started When Searching Published Sources of Secondary Data bed Comple wfount Standardized Marketing Information STANDARDIZED MARKETING INFORMATION Secondary data collected by companies that sell the data to multiple companies, allowing the costs of collecting, editing, coding, and analyzing them to be shared. The data are standardized so that they can be used by multiple companies rather than customized for a specific company. Standardized Marketing Information: Profiling Customers GEODEMOGRAPHY The availability of demographic, consumer behavior, and lifestyle data by arbitrary geographic boundaries that are typically quite small. MAR4613 Marketing Management Chapter 7 Using External Secondary Data Standardized Marketing Information: Measuring Product Sales, Market Share (Online) Diary Panels Scanners Standardized Marketing Information. Measuring Advertising Exposure and Effectiveness Television and Radio Nielsen TV ratings Arbitron radio ratings Print Media Starch Ad Readership (magazine) Internet Nielsen Digital Voice ComScore Mobile Metrix Cross-platform Services Simmons National Consumer Study GIK MRI comScore, Web Trends, Nielsen Single-Source Data in a Perfect World Media Attention and Consumption Information Search Consumer Betsvevior Purchase Consumption Post-purchase Reactions Advertising Sales Promotion Price Consumer Exposure to Marketing Actions Demographics and Sociographics Product Design Package Design Brand Name Distribution Channel Consumer Characteristics Personality and Lifestyle Attitudes Awareness and Knowledge Intentions Needs and Motivations

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