文档介绍：Lecture 5: Marketing Research Lecture Objectives
Research - Why?
Processes Involved
Analysis
Reporting
The provision of information about markets and the reaction of these various products, price, distribution and promotion actions.
Why is marketing research important?
List 5 reasons
Marketing research
2
A marketing information system
Marketing environment
pany
petitors
Suppliers
Distributors
Economic
Social
Legal
Technological
Physical forces
Marketing information system
Internal continuous data
Internal ad-hoc data
Environmental scanning
Marketing research
Marketing decision-making
Strategic
external continuous data
external ad-hoc data
new products and petitive strategy
sales force monitoring
advertising copy
Tactical
4
Descriptive or experimental research
The Marketing Research Process
Initial contact (1)
Research brief (2)
Research proposal (2/3)
Main data collection stage (3/4)
Data analysis and interpretation (4)
Report writing and presentation (5)
Exploratory research
Preliminary stage
Objective is to identify/understand the research question and the background scenario
Initial contact
Research brief
Background information
Sources of information
Scale of the project
The timetable
Marketing research - what is involved?
Objective - a firm decision is taken to go ahead with research. Commence detailed background studies and prepare data collection methods/instruments.
Research proposal
What will be done
How much will it cost
How long will it take
Exploratory research
Literature review
Secondary sources
Publicly available data
The second stage
Choose methods (channel where applicable)
Decisions on
Quantitative methods
Face to face interviews
Mail surveys
Telephone interviews
surveys (email and web based)
Identify population and select sample
Simple random sampling
Stratified random sampling
Cluster sampling
Stage three
The objective is to design the data collection instrument
Plan
Design
Ordering of topics
Types of q