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121 Chapter Info for a Decisions VIDEO CASE 4.1 Marketing Research and Sales Forecasting at Ogden Publications CRITICAL Understanding customers the key to co d i The THINKING Tulsa, Oklahoma ha pasy publishes marines and book for people interested in sufficiency, sustainability, real lifestyles and are mema Ne den publishes 10 marines, including Mother Ne, Ume Reader, and Natur Hom Oudent Publications SERV markearch in order to keep their customer happy and continue to grow their audience. According to liryan Welch, publisher and di morial director at den Publications, we have become really dedicated to constantly and persistently surveying the we understand what turns chem on. The results of Surveys are used to describe and analyze buying beta- or and ever-changing cus- tomers' needs and wants Ogden uses the survey method when the nature of the problem or issue relates to relationships that can be translated into hypoth- Es that can be tested to re if these assumptions are correct. Par example. decreased readership of marines sociated with increased use of informacion technology within the target market such iPads, netbooks, and PDAS. We like to try to find out various things from an edo nal perspective and advertising sales perspective that will help improve the content we are providing to our readers to make sure we are reaching the audience that our a rtists would ke to reach," says Cherlyn Olmstead, Deden Publications Circulation and marketing director. Orden's marketing team ines SurveyMonkey, an online survey system, to collect and store data frum the many online surveys that de presents to its readers SurveyMonkey allows the marketing team to reduce their is and increase the response rate. The system in the marketing team more control over their surveys. Olstead "We determine what questions we want to k. Online 1 surveys allow for quer collection of ande responses and can be inexpense.compared to other data collection methods Open Publications as wes online companion websites for each of their m es addition to altering e n additional tources, the online o n to the magazines ales puide Open with t he information about their read Sers. One customer visits the maine's site, en can track eral activities, including the number of chesondertising links and low m y minutes the case spends on a par traditional de Publication wood huve to waterloo rder and advertiser feedback with the c o nsis, they can if they need to hath make to future edition of the p an . Internal primary data collection to the comic websites allows Ouden to further the traders' needs. "One thing we de difered here that people do in most businesses is that we want dat, we foc," says Welch Olmstead and her information from past years and the com from various new market projects to forecast for sales, both the subscription and Dewand level and with advertisers. However, the Icon se eral guidelines for Oden Publications. I will tell You, without a shadow a doubt that the five year Fortis accurate months out. Beyond that, is wildly inaccurate, Welch. "There you do it is because it is strate cool t akes everyone think about what we will need to do to be successful in five years. Forc e p critical strategic plan in that also to sand external and internal forces and direct onl i ne. When interpreting stati cal information such as fore , it is important to reflect on any chance that are the sumption of the fomcast. C 's readership continues to grow, thanks to the increased interest in cable lifestyle Market research helps the company to milor the magazine to readers' evolving desires. Wekis "Clur kn e w how effective on mode is in extremely powerful today. Without make ing research, companies would s e to determine changing market and commer needs. QUESTIONS FOR DISCUSSION . Why is marketing research ani por marketing actie ity Boeden Publicains 2 What types of market research exploratory, conclusive, descriptive, and experimentall does Open Publications conduct? 3. Why does Open Publications create long-term forecasts if they often bezowe inaccurate after six months