using marketing research to identify customer. marketing research is a key element of identify...
TRANSCRIPT
Using marketing research to identify customer.
Marketing research is a key element of identify customer expectation. Marketing research focus on what features are most
important to customer, what level of customer expect these service. Also research
identify the opportunity and also analysis competitor strategy
Collecting the data.
In research process data can be collecting in two form.
(1)Primary data. those data which collecting for the first time is called primary data.(2) secondary data. Those data which is
already avalible,this is called secondary data.
sources of primary data collection
(1)direct observation. In direct observation a person can collecting primary data. Which
person can observe the situation.(for example a person can enter an a room and observe the
situation)
(2)Questionaire
an questionnaire data can also be collecting by asking different question. In questionnaire
there are two types of questionnaire.(1)structure questionnaire and(2)unstructured
questionnaire.(1)structure questionnaire's that which is already prepare it, and then asking one by
one.
(2)unstructure questionnaire
is that which can not be prepare already, but asking question according to their
situation(take an example of journalist which asking question according to the situation)
(3)sampling method
in sampling method data can also be collecting in sampling method. Sample is that
to choose a sample in the total population. For example your class population is 50.i
select 10 student. So these 10 student is my sample. Now if I am asking question about
these 10 student, I consider as a whole population.
(2)SECOUNDARY DATA SOURCE
Secondary data can be handle in many sources like internet,tv,magzine,books,secoundary
data can be handle vary quickely,but not up to date
RESEARCH OBJECTIVE
(1)TO Identify customer requirement and expectation
(2)to assess overall company performance compared with that of competitor
(3)to identify dissatisfy customer so that services recovery can be attempted
(4)to forecast future expectation of customer
element of effective marketing research
an effective marketing research involve the following element
(1)complaint solicitation. Complaint solicitation as a way of communicating about what can be done to improve their services.
Firm seriously checking the complaint solictation,and after this take information to
properly solve the customer problem
(2)critical incident technique
the other important element of effective research is that to asking question about
satisfaction and dissatisfaction. Asking how you feel it when you can use the product
REQUIREMENTS RESEARCH
Another important element of effective research is the requirement research which
identify the benefits ant attributes that customer expect it.
Analyzing and interpreting the data
analyzing and interpreting is the important step of marketing research. a manager need
to require a high skill and confidence to analyze the data. And to interpret meaningful
and important data
MARKETING RESEARCH INFORMATION SYTEMS
Marketing research information system consist of people, equipment,procedure,to gathering, sorting analyzing and distribute the need and time information to decision
maker.
top down AND DOWN UPCOMMUNICATION.
When the research can be presented by the decision maker, then management can communicate it. Top management take
decision and assign work to middle management, middle management can
perform work it and assign to lower management. This is called top down
communication. And down up information is that which lower management reply to top
management.