Professional Documents
Culture Documents
Kotler Mm15e Inppt 04
Kotler Mm15e Inppt 04
Kotler Mm15e Inppt 04
4
Conducting
Marketing Research
marketing productivity?
Observational research
Focus group research
Survey research
Behavioral research
• Research instruments
Questionnaires
Qualitative measures
Technological devices
ZMET Word
approach association
Projective
Laddering techniques
Brand
Visualization
personification
• Contact methods
• Marketing metrics
• Marketing-mix
modeling
• Marketing
dashboards
Marketing metrics
• Measures that help marketers quantify,
compare, and interpret performance
Customer-performance scorecard
Stakeholder-performance scorecard