Internet and Marketing Research
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What is marketing research?
How has the Internet affected marketing research? (As a part of your answer, address time, cost, approaches, and validity).
Why is marketing research important to developing marketing strategy?
What are the different types of buyers and consumers?
How does the type of buyer or consumer affect marketing strategy?
As part of your response, consider the characteristics of buyers and the factors that influence their purchasing decision.
How can an organization ensure that their market strategy is appropriate for their target market?
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The solution discusses how the Internet has affected marketing research.
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What is marketing research?
How has the Internet affected marketing research? (As a part of your answer, address time, cost, approaches, and validity).
Marketing research is an important influence on any company's sales. Companies spend billions of dollars yearly on various promotional activities. Given the heavy level of expenditures devoted to promotional activities, it is essential that companies design studies that will generate optimum returns from the promotional investment. Marketing research methods used to acquire information about the performance of a promotional program must consider the entire program. Employing the appropriate methodology, estimating adequate sample sizes, and developing the proper scaling techniques are just three key areas of promotional research. Each of these areas is used when considering the three most common research tasks of integrated marketing communications: advertising effectiveness studies, attitudinal research, and sales tracking.
Because advertising serves so many purposes and covers so many objectives, actual advertising effectiveness studies vary across situations. Advertising effectiveness studies may be qualitative, quantitative, or both. They may take place in laboratory-type settings or in real-life settings. Measures of an ad's effectiveness may be taken before or at various times after media placement. Regardless, the key elements of advertising effectiveness studies are what ...
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