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THE Marketing Study Guide

Prepared by a marketing lecturer, designed for university-level students

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Category: Marketing Research

Free Template: Run Cross-Tabs in Excel

About the free template to run cross-tabs in Excel

In today’s analytical world, days marketers are expected to analyze significant amount of customer database and market research survey data – and an effective skill is being able to run cross … Read more...

Author Geoff FrippPosted on Categories Marketing Research, Metrics

Domestic versus international marketing research

Key challenges of conducting international marketing research

So what are the main challenges of conducting marketing research in international markets?

In terms of market research tools and techniques, the approaches are generally similar, with the same intention of gathering and … Read more...

Author Geoff FrippPosted on Categories Marketing Research

Multi-Attribute Attitude Model: Excel Template

Measuring Consumer Attitudes

A brand’s ability to measure consumer attitudes provides a very helpful insight into what is driving consumer behavior. Generally a consumer’s attitude towards the various brands in the marketplace has a significant influence over their purchase and … Read more...

Author Geoff FrippPosted on Categories Consumer Behavior, Marketing Research, MetricsTags analysis, attitudes, perception

Advertising awareness and recall metrics

Advertising awareness metrics

In addition to measuring brand awareness, firms will often look to measure advertising awareness through a similar/same survey of the target market. This would be an extension of the questionnaire discussed in the article on brand … Read more...

Author Geoff FrippPosted on Categories Marketing Research, Metrics, Promotion - AdvertisingTags advertising, research

Brand awareness metrics

Brand awareness: often the first marketing communications goal

Brand awareness is fundamental to success in the marketplace; if consumers are unaware of the brand they are unlikely to become customers. This is why the first goal in a marketing communications … Read more...

Author Geoff FrippPosted on Categories Marketing Research, Metrics, Promotion - AdvertisingTags advertising, brand, research

Controllable factors for new product failure

 

There are multiple reasons why new products will fail to be successful in the marketplace. There is a separate article that outlines the numerous reasons for new product failure, along with some discussion. However, the purpose of this … Read more...

Author Geoff FrippPosted on Categories Marketing Research, Marketing Strategy, New Product Process

How to identify a value proposition

 

Ways to identify a suitable value proposition

Providing a value proposition is a central part of a firm’s offering in the marketplace. A value proposition helps differentiate firms and brands by having something unique about their “offering”.

In marketing … Read more...

Author Geoff FrippPosted on Categories Introductory Concepts, Marketing Research, New Product ProcessTags value

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Welcome to the Marketing Study Guide

This free study guide has been prepared to meet the information needs of university-level marketing students throughout the world. This study guide is a comprehensive discussion (along with many examples) of the key aspects of marketing as covered across various textbooks and study programs

  • About
    • Privacy Policy
  • Base Concepts
  • Strategy
  • Environment
  • SWOT
  • Consumer Behavior
  • Segmentation
  • Product Mix
  • New Products
  • PLC
  • Promotion
  • Pricing
  • Services
  • CRM
  • Research
  • Metrics
  • Ethical
  • Videos
  • Career Quiz
  • All Articles
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