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Department of Statistics Purdue University Monday, December 3, 2001 4:30 PM in LAEB B222 Daniel Lockhart, Ph.D. Eli Lilly & Company will speak on Applications of Statistics in Pharmaceutical Marketing Research Abstract The goal of market research is to facilitate market oriented decisions. Market researchers collect information related to products and services. They then attempt to generalize to how those products and services may perform in the market. Market researchers also track markets to understand how a company's products and services are selling in comparison to the competition. Market researchers at Lilly work in two primary areas: Country Affiliates and Global. The country affiliates assist with decisions oriented toward selling products available today in their specific countries. The global market researchers assist with the development of new chemical entities and facilitating communication across affiliates in disparate geographic environments.
Market research uses three primary methods of collecting data. One
method does not attempt to be statistically projectable and the other
two may. The first is qualitative data. Qualitative data is not
statistically projectable. Qualitative data is based on conversations
with people. The second source of data is secondary sources. These
sources may be statistically projectable if collected in a specific
manner and of sufficient size. IMS data is one secondary source that
attempts to be statistically projectable. The final major source of
data is quantitative market research studies. These studies are
generally surveys that attempt to project attitudes and behaviors that
drive product sales.
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