M ARKETING R ESEARCH Attitude, Market, Media, Product Restaurant Scenario.

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Presentation transcript:

M ARKETING R ESEARCH Attitude, Market, Media, Product Restaurant Scenario

A TTITUDE R ESEARCH Marketing research designed to obtain information on how people feel about certain products, ideas, or companies Looking for preference or opinion Typically general in nature Gallup opinion polls

M ARKET R ESEARCH The systematic gathering, recording, analyzing, and presentation of information related to market composition Concerned with size, location, demographics Utilize existing sales data for sales forecasting

M EDIA R ESEARCH Marketing research that focuses on issues of media selection and frequency Measures effectiveness of advertisements Looks at volume of individuals receiving message Print (newspaper, magazine) Broadcast (radio, TV) Online

P RODUCT R ESEARCH Marketing research that centers on evaluating product design, package design, product usage, and consumer acceptance of new and existing products New brand ideas Test marketing – trial run Satisfaction surveys

A W EB SITE RECORDS THE NUMBER OF CLICKS ON A BANNER AD

T HE RESTAURANT OFFERS A NEW GRILLED CHICKEN SANDWICH

D ETERMINES THE NUMBER OF INDIVIDUALS WORKING WITHIN A ONE MILE RADIUS

S URVEY ASKS WHICH TYPE OF CUISINE THEY PREFER

I NTRODUCE A NEW MASCOT FOR THE RESTAURANT

L OOKING AT HOW MUCH PEOPLE ARE WILLING TO PAY FOR A MEAL

H OLDS A TRIAL RUN USING PLASTIC CUPS INSTEAD OF PAPER CUPS

I NQUIRES ABOUT THE NUMBER OF LISTENERS DURING THE 90 S AT NOON RADIO SHOW

C OMPARES THE DEMOGRAPHICS OF C HICAGO AND O MAHA TO CHOOSE LOCATION

O NE LOCATION USES TEAM WAITING INSTEAD OF INDIVIDUAL

A CONSUMER PANEL RATES THE EFFECTIVENESS OF A TV COMMERCIAL

E XAMINES RESTAURANT OPTIONS AT G ATEWAY COMPARED TO S OUTH P OINTE

N EWSPAPER HAS A SUBSCRIBER BASE OF 28,000 CUSTOMERS AND ADDITIONAL DAILY SALE AROUND 5,000

C AREFUL STUDY OF TRAFFIC VOLUME IN DIFFERENT AREAS OF THE CITY

G ALLUP POLL ASKS IF SLOW ECONOMY HAS EFFECTED RESTAURANT BUSINESS

C USTOMER COMMENT CARD INQUIRES ABOUT CLEANLINESS AND SERVICE

T HE RESTAURANT PREDICTS THAT 50 GROUPS PER EVENING WILL VISIT

D ETERMINE THE PERCENT OF A MERICANS WHO VALUE SERVICE OVER PRICE