Marketing Research and Decision Analysis: A Book of Cases
Edition: 2
Copyright: 2021
Pages: 91
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Effective Business Decision Making involves the following elements:
- Identify Your Goal and Associated Strategy
- Gather Information to Identify Options, Problems, and Opportunities
- Identify the Consequences of Decisions
- Make the Best Decision.
- Evaluate Decision Effectiveness.
Marketing research serves business managers by providing information about customers, markets, competitors, prices, and products which is relevant to the five elements above and enabling effective decision making. Marketing research does not itself make decisions, nor does it guarantee success. Rather, marketing research helps to reduce the uncertainty surrounding decisions to be made.
The cases in this book present real world examples of using marketing research in effective decision analysis.
Biography and Foreword
CASE STUDY 1 It’s Not Your Strategy, It’s Your Marketing Research
CASE STUDY 2 Which Waves Are Significantly Different?
CASE STUDY 3 Brand Strategy: What Is the Role of Marketing Research?
https://www.researchgate.net/publication/341385874_Brand_Strategy_What_Is_the_Role_of_Marketing_Research
CASE STUDY 4 Seeking Competitive Advantage in Launching a Pharmaceutical Product
CASE STUDY 5 Adopt Early, Prescribe Often?
CASE STUDY 6 Considerations in Using the Kano Method for International New-Product Surveys
CASE STUDY 7 Emerging Technology Impacts
https://www.insightsassociation.org/article/emerging-technology-impacts-marketing-research
CASE STUDY 8 Finding an Optimal Mix & Must-Be or Not Must-Be?
CASE STUDY 9 The Synergistic Effects of Product Characteristics and Promotional Mix
CASE STUDY 10 Maximizing the Value
https://www.researchgate.net/publication/299498196_Maximizing_the_Value_of_a_Pharmaceutical_Line_Extension_Using_Discrete_Choice_ Modeling_Secondary_Data_and_Market_Segmentation
CASE STUDY 11 How to Forecast Demand of a New Drug
https://www.researchgate.net/publication/301303135_THE_JOURNAL_OF_BUSINESS_FORECASTING_FALL_2007_21_HOW_TO_FORECAST_THE_DEMAND_OF_A_NEW_DRUG_IN_THE_PHARMACEUTICAL_INDUSTRY
CASE STUDY 12 How to Forecast Demand in Tender Markets
https://www.researchgate.net/publication/303689206_HOW_TO_FORECAST_DEMAND_IN_TENDER_MARKETS
CASE STUDY 13 Creating Satisfied Clients
https://www.researchgate.net/publication/291657031_Creating_satisfied_clients
CASE STUDY 14 The NP/4P Paradigm
CASE STUDY 15 Business Intelligence
https://www.researchgate.net/publication/301303615_Marketing_News
CASE STUDY 16 What’s in store? How different communication channels affect consumer choice
https://www.researchgate.net/publication/23637868_What’s_in_store_How_different_communication_channels_affect_consumer_choice
Afterward
Professional Experience
On the business enterprise side, Dr. Latta worked in sales, marketing, product management, forecasting, and strategic planning positions in a variety of corporations including DuPont, Wyeth, Boehringer Mannheim, AstraZeneca, and Westat. Primary responsibilities were helping product teams to develop and evaluate Advertising, New Products, and Marketing Strategies.
Consulting Clients
Dr. Latta has owned and operated a successful marketing and statistical consulting business for 25 years. YTMBA Research & Consulting helped several companies to develop effective advertising including Georgia Pacific, Schneider Electric, Dade Behring, ICI, Huntsman, Product Development Corporation, Merck, Pfizer, Aventis, Lilly, GlaxoSmithKline, TAP Pharmaceutical Products, Inc., Celgene, Novo Nordisk, Novartis Oncology, Ligand Pharmaceuticals, and Takeda Millennium. These advertising projects involved both qualitative (Focus Groups and Individual Depth Interviews) as well as quantitative (Surveys and Predictive Analytics) methods. He has also partnered with Product Development Consulting in new product design research using the Kano method. Advertising agency clients include among others, Omnicom Group, Saatchi & Saatchi, Young & Rubicam (Y&R), Brado Creative Insight, Waggener Edstrom Worldwide, and The Brandon Agency.
Research Interests
Professor Latta is primarily an applied researcher. His research and consulting deals with real world problems in business that range from identifying key drivers of business success, to how to efficiently run a golf course, to advertising strategies for pharmaceuticals and medical devices. His consulting engagements many times are tied to a research project related to predictive analytics. He is also an accredited professional statistician and analytics professional.
Academic Standing
Dr. Latta is a Full Professor of Advertising and Marketing Strategy at Coastal Carolina University. He has taught business courses at a variety of universities including Thunderbird International School of Management, University of Notre Dame, St. Joseph’s University, and University of the Sciences in Philadelphia, in addition to Coastal Carolina University.
Teaching Interests
Dr. Latta teaches Advertising, Marketing Strategy at both the undergraduate and MBA levels, and Decision Analysis, in the Wall College of Business Administration. In all his classes, active learning is the core teaching method requiring students to engage in critical thinking, write reports, and make presentations. The ability of students to identify important and relevant Advertising, and Marketing strategies and to present them in their own words is the foundation of student leadership development in business and prepares undergraduate students for their highest and best position after graduation.