Standard: Understands tools, strategies, and systems needed to access, process, maintain, evaluate, and disseminate information to assist business decision-making
Performance Element: Utilize information-technology tools to manage and perform work responsibilities.
Performance Indicators:
Assess the impact of technology on marketing research (NF:095) (SP)
Use analytical tracking tools (NF:205) (SP)
Determine types of technology needed by company/agency for marketing research (NF:212) (MN)
Performance Element: Acquire information to guide business decision-making.
Performance Indicators:
Identify emerging customer trends through social networking (NF:213) (SP)
Use analytical software (e.g., SPSS, SAS, Excel, etc.) (NF:214) (SP)
Standard: Understands the processes and systems implemented to monitor, plan, and control the day-to-day activities required for continued business functioning
Performance Element: Implement purchasing activities to obtain business supplies, equipment, resources, and services.
Performance Indicators:
Purchase information services (OP:180) (MN)
Performance Element: Determine technology security strategies needed to protect customer information and company image.
Performance Indicators:
Maintain security of marketing data (OP:429) (SP)
Explain security considerations in marketing research (OP:174) (SP)
Develop strategies to protect digital data (OP:105) (MN)
Standard: Understands concepts, tools, and strategies used to explore, obtain, and develop in a business career
Performance Element: Understand responsibilities in marketing to demonstrate ethical/legal behavior.
Performance Indicators:
Explain the need for professional and ethical standards in marketing (PD:137, LAP-PD-137) (SP)
Performance Element: Acquire information about the marketing research industry to aid in making career choices.
Performance Indicators:
Identify career opportunities in marketing research (PD:140) (SP)
Explain the role and responsibilities of marketing researchers (PD:139) (SP)
Performance Element: Utilize career-advancement activities to enhance professional development in marketing research.
Performance Indicators:
Determine professional certification requirements in marketing research (PD:129) (SP)
Assess the services of professional organizations in marketing research (PD:143) (SP)
Standard: Understands tools, techniques, and systems that affect a business’s ability to plan, control, and organize an organization/department
Performance Element: Utilize planning tools to guide organization’s/department’s activities.
Performance Indicators:
Provide input into strategic planning (SM:023) (MN)
Standard: Understands the concepts and processes needed to obtain, develop, maintain, and improve a product or service mix in response to market opportunities and to build brand for the organization
Performance Element: Acquire a foundational knowledge of product/service management to understand its nature and scope.
Performance Indicators:
Explain business ethics in product/service management (PM:040, LAP-PM-040) (SP)
Standard: Understands the concepts and processes needed to identify, select, monitor, and evaluate sales channels
Performance Element: Acquire foundational knowledge of channel management to understand its role in marketing.
Performance Indicators:
Describe ethical considerations in channel management (CM:006, LAP-CM-006) (SP)
Standard: Understands the concepts, systems, and tools needed to gather, access, synthesize, evaluate, and disseminate information for use in making business decisions
Performance Element: Acquire foundational knowledge of marketing-information management to understand its nature and scope.
Performance Indicators:
Describe the need for marketing data (IM:012, LAP-IM-012) (CS)
Identify data monitored for marketing decision making (IM:184, LAP-IM-184) (SP)
Explain the nature and scope of the marketing-information management function (IM:001, LAP-IM-001) (SP)
Explain the role of ethics in marketing-information management (IM:025, LAP-IM-025) (SP)
Describe the use of technology in the marketing-information management function (IM:183) (SP)
Describe the regulation of marketing-information management (IM:419) (SP)
Performance Element: Understand marketing-research activities to show command of their nature and scope.
Performance Indicators:
Explain the nature of marketing research (IM:010, LAP-IM-010) (SP)
Discuss the nature of marketing research problems/issues (IM:282, LAP-IM-282) (SP)
Performance Element: Understand marketing-research design considerations to evaluate their appropriateness for the research problem/issue.
Performance Indicators:
Describe methods used to design marketing research studies (i.e., descriptive, exploratory, and causal) (IM:284, LAP-IM-284) (SP)
Describe options businesses use to obtain marketing research data (i.e., primary and secondary research) (IM:281, LAP-IM-281) (SP)
Discuss the nature of sampling plans (i.e., who, how many, how chosen) (IM:285, LAP-IM-285) (SP)
Performance Element: Understand data-collection methods to evaluate their appropriateness for the research problem/issue.
Performance Indicators:
Describe data-collection methods (e.g., observations, mail, diaries, phone, internet, discussion groups, interviews, scanners, tracking tools) (IM:289, LAP-IM-289) (SP)
Explain characteristics of effective data-collection instruments (IM:418) (SP)
Performance Element: Interpret marketing information to test hypotheses and/or to resolve issues.
Performance Indicators:
Explain techniques for processing marketing data (IM:062) (SP)
Monitor/measure customer “buzz” (IM:469) (SP)
Explain the use of descriptive statistics in marketing decision making (IM:191) (SP)
Performance Element: Assess marketing research briefs to determine comprehensiveness and clarity.
Performance Indicators:
Explain the nature of marketing research briefs (IM:290) (MN)
Determine usefulness of marketing research briefs (IM:291) (MN)
Performance Element: Evaluate marketing research procedures and findings to assess their credibility.
Performance Indicators:
Identify sources of error in a research project (e.g., response errors, interviewer errors, non-response errors, sample design) (IM:292) (SP)
Evaluate questionnaire design (e.g., types of questions, question wording, routing, sequencing, length, layout) (IM:293) (SP)
Assess appropriateness of marketing research for the problem/issue (e.g., research methods, sources of information, timeliness of information, etc.) (IM:428) (SP)
Performance Element: Assess marketing information needs to develop a marketing-information management system.
Performance Indicators:
Assess marketing-information needs (IM:182) (MN)
Identify issues and trends in marketing-information management systems (IM:365) (MN)
Identify issues and trends in marketing research (IM:364) (MN)
Develop marketing-information management system (IM:163) (MN)
Performance Element: Monitor business data to stay abreast of trends and changes that could impact business decision-making.
Performance Indicators:
Obtain information from customer databases (IM:381) (SP)
Maintain information on marketing partners’ activities (e.g., vendors, others in supply/distribution channels) (IM:432) (SP)
Identify challenges with the use of unstructured data (IM:474) (SP)
Obtain marketing information from online sources (e.g., search engines, online databases, blogs, forums, listserves, web analytics, social media, geolocation services, etc.) (IM:382) (SP)
Conduct sentiment analysis (IM:433) (SP)
Obtain marketing information from publications (e.g., newspapers; magazines–current trends, regulations, consumer issues) (IM:434) (SP)
Collect product quality data (e.g., customer complaints, returns, quality control) (IM:311) (SP)
Data mine clickstream data using web analytics for marketing information (IM:333) (SP)
Track environmental changes that impact a business (e.g., technological changes, consumer trends, economic changes, regulatory changes, etc.) (IM:409) (SP)
Monitor and mine sales data (by volume, product, territory, channel, time period, etc.) (IM:379) (SP)
Identify transactional data through electronic means (e.g., bar coding, optical scanners, automatic replenishment systems, electronic data interchange [EDI], and reader-sorters) (IM:368) (SP)
Monitor competitors’ activities (IM:435) (SP)
Develop insights using trends occurring in other industries (IM:475) (SP)
Track brand health (IM:407) (MN)
Measure market size and composition (IM:373) (SP)
Monitor inventory data (IM:378) (MN)
Track cost data (IM:408) (MN)
Performance Element: Determine the need for and value of marketing research to optimize use of business resources.
Performance Indicators:
Explain the nature of actionable research (IM:359) (SP)
Compare business objectives with the expected use of the marketing-research outcomes (IM:312) (SP)
Identify the marketing-research problem/issue (IM:367) (MN)
Translate business problems/challenges into research objectives (IM:476) (MN)
Evaluate the relationship between the research purpose and the marketing research objectives (IM:358) (MN)
Estimate the value of the research information (IM:353) (MN)
Determine appropriate level and depth of information needed for decision-making (IM:477) (MN)
Select research method appropriate for the research problem (i.e., exploratory, descriptive, or causal) (IM:398) (MN)
Determine research approaches (e.g., observation, survey, experiment; quantitative or qualitative) appropriate to the research problem (IM:339) (MN)
Performance Element: Determine who and how many respondents are needed for marketing research findings to adequately represent the population’s views.
Performance Indicators:
Explain the nature of the sampling design process (IM:436) (SP)
Explain the nature of sample sources (e.g., MR sampling companies, general list brokers, customer lists) (IM:478) (SP)
Select sample sources in marketing research (IM:437) (SP)
Discuss sampling issues with international marketing research projects (IM:438) (SP)
Explain sampling techniques for probability and non-probability samples (IM:439) (SP)
Discuss sampling techniques and issues associated with Internet sampling (IM:440) (SP)
Describe statistical concepts associated with sampling (IM:441) (SP)
Minimize threats to validity (IM:442) (MN)
Determine how to improve response rates (IM:443) (MN)
Select methods to compensate for non-response (IM:444) (MN)
Select sampling technique (IM:479) (MN)
Design sample for qualitative marketing-research study (IM:340) (MN)
Develop sampling plans (i.e., who, how many, how chosen) (IM:345) (MN)
Execute sampling process (IM:480) (MN)
Performance Element: Determine how to obtain needed data to address the business problem/issue.
Performance Indicators:
Select data-collection methods (e.g., observations, mail, telephone, Internet, online communities, social media, virtual platforms, discussion groups, interviews, case studies, text analyses, scanners) (IM:399) (MN)
Select measurement scales (i.e., nominal, ordinal, interval, ratio) (IM:445) (MN)
Plan marketing research study (IM:446) (MN)
Write marketing research proposals (IM:481) (MN)
Performance Element: Develop data-collection instruments to facilitate data-collection process.
Performance Indicators:
Describe types of rating scales (including Likert scales, semantic differential scales, behavior intention scales, etc.) (IM:286) (SP)
Develop rating scales (including Likert scales, semantic differential scales, behavior intention scales, etc.) (IM:344) (MN)
Determine questions to ask to elicit needed data for marketing research problem/issue (IM:447) (MN)
Identify questionnaire design issues for international marketing research projects (IM:448) (MN)
Create simple questionnaires (e.g., types of questions, question wording, routing, sequencing, length, layout) (IM:332) (MN)
Test questionnaire prior to full implementation (IM:449) (MN)
Prepare diaries (e.g., product, media-use, contact) (IM:387) (MN)
Develop discussion guide for a qualitative marketing-research study (IM:343) (MN)
Develop screener for a qualitative marketing-research study (IM:346) (MN)
Control sources of error and bias in data-collection instrument (e.g., response errors, interviewer errors, sample design) (IM:330) (MN)
Performance Element: Collect marketing-research data to answer research questions or to resolve issues.
Performance Indicators:
Apply approaches to increase participant cooperation with data collection (IM:450) (SP)
Administer questionnaires (IM:297) (SP)
Conduct telephone interviews (IM:328) (SP)
Employ techniques to assess ongoing behavior (e.g., business records; manual record sheets; electronic recording devices for telephone, personal, and computer interviewing; smart cards; video recording) (IM:349) (SP)
Test alternatives (e.g., web pages, ads, appeals, etc.) (IM:463) (SP)
Conduct in-depth interviews (IM:322) (SP)
Conduct focus groups (IM:320) (MN)
Conduct continuous panel research (IM:315) (MN)
Conduct test markets (IM:329) (MN)
Conduct experiments (e.g., lab and field experiments) (IM:319) (MN)
Performance Element: Process data to translate marketing information into useful insights/knowledge.
Performance Indicators:
Edit/clean research data (IM:348) (SP)
Code research data (IM:362) (SP)
Apply methods to treat missing data (IM:451) (SP)
Conduct error detection/edit routines (IM:318) (SP)
Transcribe conversations/interviews (IM:452) (SP)
Tabulate data (IM:402) (SP)
Create data matrix (IM:331) (SP)
Select and use appropriate data support systems (IM:397) (SP)
Analyze narrative text (e.g., sorting, classifying/categorizing, identifying patterns, interpreting, selecting mechanical analysis approaches) (IM:304) (SP)
Performance Element: Apply statistical methods and software systems to aid in data interpretation.
Performance Indicators:
Set confidence levels (IM:400) (SP)
Test for relationships (IM:404) (SP)
Test for associations (IM:403) (SP)
Test for significant differences (IM:405) (SP)
Use statistical inferences to make estimates or to test hypotheses (IM:412) (SP)
Identify types of modeling techniques (IM:369) (SP)
Apply mathematical modeling techniques (IM:308) (SP)
Performance Element: Interpret research data into information for decision-making.
Performance Indicators:
Interpret descriptive statistics for marketing decision making (IM:416) (SP)
Interpret correlations (IM:370) (SP)
Determine issues associated with interpretation of international marketing research data (IM:453) (MN)
Translate findings into actionable business recommendations (IM:454) (MN)
Performance Element: Determine marketing-information needs to communicate issues/problems/questions to others.
Performance Indicators:
Write marketing research briefs (IM:388) (MN)
Performance Element: Scrutinize analytical patterns to make informed marketing decisions.
Performance Indicators:
Identify industry/economic trends that will impact business activities (IM:363) (MN)
Analyze market needs and opportunities (IM:302) (MN)
Anticipate market changes (IM:307) (MN)
Determine current market position (IM:338) (MN)
Performance Element: Employ marketing-information to aid in making and evaluating channel-management decisions.
Performance Indicators:
Track channel management cost data (IM:470) (SP)
Collect product quality data to aid in making channel-management decisions (IM:485) (SP)
Obtain and track information about domestic and foreign suppliers/manufacturers (IM:380) (SP)
Performance Element: Report findings to communicate research information to others.
Performance Indicators:
Display data in charts/graphs or in tables (IM:347) (SP)
Provide sales analysis reports (IM:394) (SP)
Write executive summary of research report (IM:414) (SP)
Prepare and use presentation software to support reports (IM:386) (SP)
Present findings orally (IM:391) (SP)
Prepare written reports for decision-making (IM:390) (SP)
Post marketing research results electronically (IM:383) (SP)
Performance Element: Interpret analytical patterns to predict/analyze consumer behavior.
Performance Indicators:
Predict demand patterns (IM:385) (MN)
Conduct demand analysis (IM:317) (MN)
Forecast changes in customer expectations (IM:360) (MN)
Evaluate product usage (IM:354) (MN)
Analyze purchasing behavior (IM:305) (MN)
Estimate repeat purchase rate (IM:352) (MN)
Estimate purchase cycle (IM:351) (MN)
Determine attitudes and behaviors towards products and brands (IM:337) (MN)
Conduct customer-satisfaction studies (IM:316) (MN)
Analyze and segment consumer behaviors in various markets (IM:482) (MN)
Analyze service sensitivity (IM:306) (MN)
Performance Element: Apply pricing information to facilitate pricing decisions.
Performance Indicators:
Determine price sensitivity (IM:415) (MN)
Determine optimal prices (IM:455) (MN)
Performance Element: Analyze marketing information to facilitate product/service management decisions.
Performance Indicators:
Measure brand equity (IM:459) (MN)
Measure brand value (IM:460) (MN)
Measure customer loyalty (IM:461) (MN)
Predict brand share (IM:384) (MN)
Estimate market share (IM:350) (MN)
Conduct needs gap analysis (IM:456) (MN)
Conduct product analysis (IM:324) (MN)
Evaluate competitive products (IM:457) (MN)
Conduct product/brand situation analysis (IM:325) (MN)
Identify new-product opportunities (IM:366) (MN)
Determine needed product adaptations (IM:471) (MN)
Test product concepts (IM:406) (MN)
Design and conduct product tests (IM:335) (MN)
Evaluate potential growth and niche opportunities (IM:458) (MN)
Conduct service-quality studies (IM:327) (MN)
Prepare trend analyses (IM:389) (MN)
Recommend needed product adaptations (IM:483) (MN)
Conduct segmentation studies to understand how to segment markets (IM:326) (MN)
Performance Element: Manage marketing information to guide and assess promotional activities.
Performance Indicators:
Pre-test promotional campaign (e.g., advertising, direct marketing, etc.) (IM:392) (SP)
Measure media audience (IM:374) (SP)
Leverage data to recommend personalized, relevant campaigns (IM:472) (SP)
Leverage data to support real-time customization of customer interactions (IM:473) (SP)
Evaluate promotional activity (IM:355) (MN)
Measure response rates (IM:375) (SP)
Conduct advertising tracking studies (IM:313) (SP)
Performance Element: Assess quality of marketing-research activities to determine needed improvements.
Performance Indicators:
Evaluate quality of marketing research studies (e.g., sampling, validity/reliability, bias, etc.) (IM:357) (MN)
Evaluate the appropriateness of the research design for the research problem, issue, or opportunity (IM:484) (MN)
Assess satisfaction with contracted research firms (IM:310) (MN)
Measure the impact of marketing research (IM:376) (MN)
Suggest improvements to marketing-research activities (IM:401) (MN)
Manage issues associated with international marketing research studies (IM:462) (MN)
Performance Element: Compare marketing research proposals to select agency providing most value.
Performance Indicators:
Evaluate proposed research methodology (IM:356) (MN)
Determine which agency shows the best insight into the research issue (IM:342) (MN)
Determine the level of commentary/analysis the agency will provide on the findings (IM:341) (MN)
Standard: Understands concepts and strategies utilized in determining and adjusting prices to maximize return and meet customers’ perceptions of value
Performance Element: Develop a foundational knowledge of pricing to understand its role.
Performance Indicators:
Describe the role of business ethics in pricing (PI:015, LAP-PI-015) (SP)
Standard: Understands the concepts and strategies needed to communicate information about products, services, images, and/or ideas to achieve a desired outcome
Performance Element: Acquire a foundational knowledge of promotion to understand its nature and scope.
Performance Indicators:
Describe the use of business ethics in promotion (PR:099, LAP-PR-099) (SP)
Standard: Understands the concepts and actions needed to determine client needs and wants and respond through planned, personalized communication that influences purchase decisions and enhances future business opportunities
Performance Element: Acquire a foundational knowledge of selling to understand its nature and scope.
Performance Indicators:
Explain legal and ethical considerations in selling (SE:106, LAP-SE-106) (SP)