Marketing Decision- Market Research Matrix: Linking Marketing Research Methods to Decisions |
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| This matrix links likely research tools to each of the four marketing strategy decision stages in the Decision Pathway. |
| Decision Stage |
Goal |
Research Tools |
| Opportunity
Scanning |
Scope the market landscape. |
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| Option
Generation |
Generate action choices. |
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| Refining
Options |
Evaluate payoffs & refine choices. |
- Product/Service concept screening
- Trade-off Analysis
- Pricing sensitivity
- Target segments
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| Decision
and Execution |
Select action; build plan. |
- Test tactics & execution, e.g. ad copy testing
- Use 'soft introduction', or test markets
- Key account feedback
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