Slide 4-3 What is Marketing Research
Marketing research is the systematic design, collection, analysis, and reporting of data and its findings relevant to the specific marketing situation that a company faces (Kotler, 2012). By researching the motorcycle rider, Allstate is able to identify who they are and what they experience. In 2008, Allstate conducted a “Who’s Behind the Helmet” survey. They defined their qualifications as a motorcycle owner who is 18 years of age or older with an income of $50,000 or more. (Floyd, 2008). The 500 person sample size produced insightful and interesting details for Allstate. Jeff...
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...08).Vroom-Vroom for One More. Retrieved from
Floyd, R. (2008). Allstate Survey Offers Surprises, Insight into Who's Behind the Helmet
Retrieved from http://allstatenewsroom.com/channels/News-Releases/releases/allstate-survey-offers-surprises-insight-into-whos-behind-the-helmet?query=
Helm, B. (2007).Let’s Ride- The Wild Ones at Allstate.
Kotler, P., Keller, L (2012). Marketing Management (14th ed). Upper Saddle River, NJ:
National Highway Traffic Safety Administration(NHTSA), (2013).Traffic Safety Facts. Retrieved from http://www-nrd.nhtsa.dot.gov/Pubs/811765.pdf
PRWeb, (2012). Revving Up: Motorcycle Insurance in the US Industry Market Research Report Now Available from IBISWorld. Retrieved from http://www.prweb.com/releases/2012/2/prweb9197931.htm
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