types of marketing research pp
TRANSCRIPT
-
Marketing Research
-
Marketing ResearchThe process of planning, collecting, and analyzing data relevant to a marketing decision.
-
Roles of Marketing Research
-
Management Uses of Marketing Research
Improve the quality of decision makingTrace problemsFocus on keeping existing customersUnderstand the ever-changing marketplace
-
Marketing Research Problem Determining what information is needed and how that information can be obtained efficiently and effectively
-
Secondary DataData previously collected for any purpose other than the one at hand.
-
Sources of Secondary DataGovernment AgenciesTrade and Industry AssociationsMarketing Research FirmsCommercial PublicationsNews MediaInternal Corporate Information
-
Advantages of Secondary Data
Saves time and money if on targetAids in determining direction for primary data collectionServes as a basis of comparison for other data
-
Disadvantages of Secondary Data
May not be on target with the research problem Quality and accuracy of data may pose a problem
-
The New Age of Secondary Information: The Internet
Search Engines and DirectoriesSites of Interest to Marketing Researchers (AMA, FTC, American Demographics, etc.)Discussion GroupsPeriodical, Newspaper, and Book Databases
-
Research DesignSpecifies which research questions must be answered, how and when the data will be gathered, and how the data will be analyzed.
-
Primary DataInformation collected for the first time. Can be used for solving the particular problem under investigation.
-
Advantages of Primary Data
Answers a specific research questionData are currentSource of data is knownSecrecy can be maintained
-
Disadvantages of Primary Data
Expensive Quality declines if interviews / questionnaires are lengthy Reluctance to participate in lengthy interviews
Disadvantages are usually offset by the advantages of primary data!
-
Survey ResearchThe most popular technique for gathering primary data in which a researcher interacts with people to obtain facts, opinions, and attitudes.
-
Forms of Survey Research
-
Focus GroupSeven to ten people who participate in a group discussion led by a moderator.
-
Advantages of On-Line Focus GroupsSpeedCost-effectivenessBroad geographic scopeAccessibilityHonesty
-
Questionnaire Design
-
Types of Questions inQuestionnaire Design
-
Questionnaire Design
-
Observation ResearchA research method that relies on three types of observation:people watching peoplepeople watching an activitymachines watching people
-
Observation Research
-
Mystery ShoppersResearchers posing as customers who gather observational data about a store and collect data about customer-employee interactions.
-
ExperimentA method a researcher uses to gather primary data in which one or more variables are altered to determine their affect on another variable.
-
Sampling Procedure
-
Sampling Procedure
-
Probability Samples
-
Nonprobability Samples
-
Types of Errors
-
Field Service FirmA firm that specializes in interviewing respondents on a subcontracted basis.
-
Field Service FirmsFocus group facilitiesMall intercept locationsTest product storageKitchen facilitiesRetail auditsProvide:
-
Data AnalysisOne-Way Frequency CountsRecord responses to a question
Cross-Tabulation
-
Cross-TabulationA method of analyzing data that lets the analyst look at the responses to one question in relation to the responses to one or more other questions.
-
Preparing and Presenting the ReportConcise statement of the research objectives Explanation of research design Summary of major findings Conclusion with recommendations
-
Following UpWere the recommendations followed? Was sufficient decision-making information included in the report?
What could have been done to make the report more useful to management?
-
Impact of the InternetAllows better and faster decision makingImproves ability to respond quickly to customer needs and market shiftsMakes follow-up studies and research easierSlashes labor- and time-intensive research activities
-
Advantages of Internet Surveys
-
Internet Samples
-
Sales ForecastingCompanies also use market research in order to predict future sales.Look at historical data, sales analysis and predict what sales will be in the future.**Important always but, even more so if your company is launching a new product or installing a new marketing plan based on research factors.