Name: Marketing Research
Availability: InStock
ISBN: 979-8-9969846-3-3

What is inside this book

Features in every Prepara book

Besides the reading, every chapter has short lesson films, a tutor students can ask, and questions that are graded for you.

Students watch short films on the chapter and answer graded questions about them; a wrong answer opens a short explainer and a chance to earn back part of the credit.

Lessons / Marketing ResearchHow Marketing Research Works

Section 2 of 3The Five Stages

0:49 / 7:24

PreparaAsk me if the video mentions anything you'd like clarified

Question 1 of 3

A drugstore shampoo brand reports that its sales fell 12 percent last quarter, and the manager asks for research. In research terms, what is that 12 percent drop?

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Based on what you missed here, I recommend you watch a short explainer on this.

Question 1

A drugstore shampoo brand reports that its sales fell 12 percent last quarter, and the manager asks for research. In research terms, what is that 12 percent drop?

The research problem, because it states what the study will measure. The research problem asks why the drop happened; the drop itself does not name a cause to study.

The correct answer stays hidden until you try the similar question below.

What you need to do next

Finish one of these four activities to move on.

Recommended for what you missed

Or pick a different one:Read the passageTry the interactiveSee the figure

Then earn the credit back

Try a similar question

This unlocks as soon as you finish an activity above. It is worth half the credit for this question.

Reviewed 0 of 1 incorrect question. The lesson continues after you review it.

Watch the explainerMarketing Research, Chapter 2

0:00 / 0:32

Students can ask the tutor about anything in the chapter; it answers from the book, names the section it used, and can quiz them.

Principles of Marketing · Chapter 3

The Marketing Environment

Netflix changed its business three times as conditions changed, with each change coming a year or two before its competitors responded. In 1998, Netflix’s founders began mailing DVDs because home internet connections were too slow for streaming. By 2007, internet connections had become fast enough for streaming, so Netflix moved to streaming while Blockbuster, the country’s largest video-rental chain, continued to rely on its 9,000 stores.

Blockbuster filed for bankruptcy protection in September 2010 with a billion dollars of debt. By 2018, the stock market valued Netflix above every traditional studio competing to reach viewers on the same screens. A brand that keeps studying changes in its environment tends to outperform a brand that continues to rely on the previous year’s view of those conditions.

The marketing environment keeps changing. This chapter explains the tools a marketing team can use to analyze those changes.

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Answers come from the book. Your instructor can review these conversations.

It won’t give students the answer to a graded question.How the tutor works →

Scores on the questions in each lesson go into the Prepara gradebook and then to your LMS gradebook.

Chapter 2 lessonMaya Chen

✓Question 1
✓Question 2
✓Question 3

0 of 3 answered

Prepara gradebookMKTG 3323

Student	Ch 1 lesson3 pts	Ch 2 lesson3 pts	Overall
ABAva Brooks	3	2.5	91%
DPDevon Park	2	3	84%
ESEmma Silva	3	3	96%
JNJack Nguyen	2.5	2	63%
MCMaya Chen	3	–	78%

Updated as each student answers

LMS gradebookMKTG 3323

Student	Ch 2 lessonfrom Prepara
ABAva Brooks	2.5
DPDevon Park	3
ESEmma Silva	3
JNJack Nguyen	2
MCMaya Chen	–

Waiting for new gradesSent from Prepara

Choose which of the book’s chapters your section uses and in what order, and Prepara numbers them for your students in that order.

All book chaptersMarketing Research · 25 chapters

Your sectionMKTG 3323 · 0 chapters

Drop chapters here

19 chapters in the book12 in your course, numbered 1 to 12

3 Segmentation, Targeting, PositioningSettingsContentsNotesAsk

Segmentation, Targeting, Positioning

Learning objectives

By the end of this chapter, you will be able to:

Take a market through the three steps in order: cut it into segments, pick the segment you will serve, and decide how you want the buyer to remember the brand.
Cut a market into segments whose buyers share the same needs inside a group and differ across groups, using descriptors you can actually act on.

3.1 Why STP exists at all

Segmentation, targeting, and positioning are necessary because buyers differ from one another. Two people can reach for the same forty-ounce insulated cup for completely different reasons. One buyer may need to drink that much water on a worksite, while the other may choose the cup because its color matches the inside of the car.

A seller who ignores these differences designs an offer for an average buyer who does not exist. Real buyers are spread out around that average rather than clustered at it. Customer heterogeneity is the formal name for this variation.

*The tutor example shows the Principles of Marketing book.

From this book

The reading, the interactives and the teaching materials

What this book itself contains: its chapters as students read them, the interactives inside them, and what you get to teach with them.

*Examples show the Principles of Marketing book.

The reading

How chapter 3, The Marketing Environment, opens for students: the text, its figure, and an interactive they can try.

Interactive widgets in every chapter

Every chapter has interactives students can try, built on the chapter's own examples and numbers. Here are four of them; pick one and try it.

For instructors

All of this comes with the book, in your Teaching Materials. You choose the chapters and their order.

Lecture slides100 PowerPoint decks: a 15, 30, 45 and 60 minute lecture for each of the 25 chapters.
Lessons69 short films, about 3 hours in all, across 5 of the 25 chapters.
Slide videos1,164 narrated slide videos, about 20 hours, all with captions.
Graded lessons5 lessons, one each for 5 of the 25 chapters, with 102 questions inside the lesson films.
Explainer videos81 short videos that explain the answer to a lesson question after a wrong try.
Question bank1,480 questions in 425 quizzes, to import into your LMS.

Tools for this course

Tools with content for Marketing Research

Each tool is a separate product that also works without the book. These are the ones with something made for this course, and each sends its grades to the same gradebook.

Prepara LabTwo assignments are written for this book: clean a survey and research findings presentation.Made for this bookSee what it has for this book

1You pick an assignment, like a pivot table
2Students do it in a real spreadsheet, in your course
3You see each student's steps and grade the work

Prepara In-ClassEngage your whole class with live questions answered from their phones.

1You put a question on the classroom screen
2Students answer from their phones
3You show the results and the right answer

Prepara Evaluation StudioStudents record videos of themselves: presentations, sales pitches, oral exams.

1You set up a video assignment, like a sales pitch
2Students record their video, alone or in a group
3You watch it, comment on it and grade it with a rubric

Peer EvaluationsStudents rate how much each teammate contributed to a group project.

1You set up a peer evaluation for your teams
2Students rate themselves and their teammates
3You read the ratings and the grades they suggest

Table of contents

25 chapters in 6 parts

25 chapters, 180 sections in 6 parts

Part 1 · The Research Process

01

Marketing Research and Decision Making4 sections · a graded lesson with 24 questions · 0.6 hours of video

02

How Marketing Research Works3 sections · a graded lesson with 18 questions · 1.4 hours of video

03

From Decision Problem to Research Questions7 sections · a graded lesson with 21 questions · 2.3 hours of video

04

Working with Data: A Primer6 sections · a graded lesson with 21 questions · 2.4 hours of video

05

Exploratory Research Methods9 sections · 0.7 hours of video

06

Working with Internal Data8 sections · 0.8 hours of video

07

Finding and Evaluating External Data11 sections · 0.9 hours of video

08

Collecting Primary Data6 sections · 0.7 hours of video

Part 2 · The Survey Pipeline

09

Measurement: From Concepts to Data10 sections · 0.8 hours of video

10

Developing Survey Questions9 sections · 0.6 hours of video

11

Designing the Survey Instrument7 sections · 0.7 hours of video

12

Building a Survey in Qualtrics9 sections · 0.7 hours of video

Your course does not have to use every chapter. You choose the chapters to assign, and the book keeps prerequisite topics in order.

Authors

The author

The book is peer reviewed.

Felipe M. AffonsoAssistant Professor of Marketing, Oklahoma State University

He received his Ph.D. in Marketing from the University of Florida. His research focuses on consumer judgment and decision-making and human-AI interaction.

Source: preparacourse.com

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