Data and Marketing Research
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This presentation, given to MBA students at Morrison University, covers the importance of credible data and research in marketing.
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Data and Marketing Research
- 1. DATA & MARKETING RESEARCH The building blocks of behavior change Bob Conrad, Ph.D., APR July 24, 2012 | Morrison University
- 2. DATA & MARKETING RESEARCH What is/are data? Bob Conrad, Ph.D., APR
- 3. DATA & MARKETING RESEARCH Free Data • In groups of 4-5, identify 5 sources of free (or low-cost) data: – You have 5 minutes! Bob Conrad, Ph.D., APR
- 4. DATA & MARKETING RESEARCH Data Analysis • Problem definition • Targeting • Meaningful insights • Reducing human bias – WHY? – Prone to many fallacies – Ex. Double-blind studies – Data mining: reveal patterns otherwise not visible • Informed decision making • Buyer behavior Bob Conrad, Ph.D., APR
- 5. DATA & MARKETING RESEARCH Data Gathering • Primary (your own) v. secondary (others) • Observational research • Survey research • Experimental research Bob Conrad, Ph.D., APR
- 6. DATA & MARKETING RESEARCH Ex. 1 • What if … – We want to increase website traffic to ThisisReno.com? Bob Conrad, Ph.D., APR
- 7. DATA & MARKETING RESEARCH Ex. 2 • What if … – We need to know more? – And even more? Bob Conrad, Ph.D., APR
- 8. DATA & MARKETING RESEARCH Ex. 3 • What would you do? – Based on what you know, what do you recommend? – Regroup – Come up with 3 recommendations (based on data presented) – You have 5 minutes! Bob Conrad, Ph.D., APR
- 9. DATA & MARKETING RESEARCH Our new data-driven reality
- 10. DATA & MARKETING RESEARCH Summary • Use data to change behavior – Our own – Others • Make better decisions • Improve products / services • Focus on what is important Bob Conrad, Ph.D., APR
- 11. DATA & MARKETING RESEARCH Free sources • Datahub: http://thedatahub.org/ • FreeLunch: http://www.economy.com/freelunch/default.asp • Data.gov: http://www.data.gov/ • Census.gov: http://www.census.gov/ • Nevada: http://quickfacts.census.gov/qfd/states/32000.html Bob Conrad, Ph.D., APR
- 12. DATA & MARKETING RESEARCH Questions? 775-636-7959 bob@conradcommunications.com Bob Conrad, Ph.D., APR