Transcript Market Research

Collection and analysis of information from sections of
the public in order to discover the level of demand for
a type of product or service
Primary research
Prospective or existing customers are interviewed by
organizations themselves
Secondary research
Examination of existing data that has already been
published, usually by another organization.
Cheaper but can yield inaccurate results
Research in advertising media
Two ways data can be used:
 Specific to a company or product
 More generalized manner
Research in public opinion
 Analysis - reaction to proposed economic changes or
legislation that they are planning
 Public opinion poll
 Cookies are placed on their computers to indicate that
they have voted.
Interview methods
Interview methods
 Computer-assisted personal interviewing (CAPI)
 Interviewer and interviewee are together in the same
room
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interviewee answer questions put to them by the laptop
Interviewer asks questions as prompted by computer
Interview methods
Computer-assisted telephone interviewing (CATI)
 Interviewer in a call centre
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Computer dials the phone number of selected interviewee
Personal interview, asking questions and recording answers
Interview methods
 Computer-aided web interviewing (CAWI)
 Online data capture
 Database
 Customers log on to a particular site and answer series of
questions online
 Completing questionnaire or web form
 Customers must have access to Internet+web browser
 Multiple-choice response type
 Questions can be altered based on the customer’s response.
 Pop-ups - However, not as successful - pop-up blocking
software
Research Applications
Medicine
 research into causes of illnesses and diseases cures
 Computer models
 3D models
Medicine
Developing new drugs
 Results of previous research are stored
 computer cross-match previous research to results of
new drug
 computer monitors amounts of ingredients that are
being used
 researchers can vary amounts by very small differences
(computer's very accurate)
 Drug structures can also be altered
Medicine
Genetic analysis
 Use of supercomputers
 Analysis can be performed by the use of parallel
networks in a few minutes
 Identifying genes present
 Health records kept on database, info on genetic
make-up of patients
 Can be used to identify those patients at risk
Science
 Investigating the causes of these events and how
improvements can be made
 Supercomputers
 Much larger memories and processing power than
predecessors
 Ability to simulate any type of scenario
Space Research
 Simlulating future space shuttle launches
 Improving crew safety and survivability
 Effectiveness of parachutes has been modeled
 Different arrangements of the shuttle system
 Different methods of landing
 Predicting impact of human activity on weather patterns
 Modeling of various human activities that affect climate
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Changing use of land (agricultural to urban, deforestation, etc.)
Greenhouse gasses
Air pollutants
Increasing risk of loss of species, reduction in forests
 Designing safe space exploration vehicles
 The actual flying of the vehicles
Universities
Promote research in science
 Topics in probability and statistics
 Research in modeling and numerical simulation
 Modeling and simulation of diseases and medicines
 Mathematical biology
 Psychology
 Computers: includes numerical analysis and scientific
computing
 weather-based simulation models: aims to predict the
timing of pest and disease outbreaks
Universities
Research into areas of energy and sustainability are also
carried out
 Fusion power: high performance computing to study
what is required to sustain nuclear fusion
 Renewable energy: sources such as wind, water and
hydrogen
 Sustainable crops: approaches to reducing energy usage
in production crops
 The impact of agricultural land
Education
 Using ICT in lessons allow students to become more
independent and to be responsible for their own learning
 Carrying out own research in all subjects
 Online tutorials
 Interactive whiteboards
 Used by teachers, allowing use of images, video, sound and
hyperlinks
 Web design
 Used to promote scchools and provide information
 Show pupil's work to parents
 Communicate information to parents
Education
 Digital imaging
 Use of specialized computer software to make drawings
 Enjoyable and productive
 Podcasting
 Audio broadcasts
 Blogging
 developing ICT skills
 Creative writing, report writing
Online Applications
Have to employ web designers to design their websites
 Using web authoring software packages
 Build security into the website
Online banking
 When customers log on data is transmitted to bank's web
server
 When requests for data are made, they are passed on to the
bank's Internet banking server
 which then accesses the customer information database
server
 Connection from customer's PC to the web server is secure
 Use of firewalls - prevent direct access from customer to
customer info database
 Web server acts as a 'go-between' between the customer
and the personal data on the database
Online Shopping
 Similar to online banking
 need to have access to a web server
 Shopping cart system - shopping cart
software/shopping basket
 used to create the representation of a shopping cart for
customers to buy goods online
 Can be part of the web hosting service and is integral to
the web server software used
 Also handles payment process
Online booking system
 AKA Computer Reservation Systems (CRS)
 Global Distribution Systems (GDS)
 Capable of dealing with many airlines at the same time
 Holidays
 Train tickets
 plane tickets
 cinema tickets
 theater tickets
 appointments
Online booking systems
 Bookings can be made at any time
 Time and cost are saved
 with travelling to travel agent/hotel
 concerns: security and fraud
 Need to have access to a web server
 contains details of all flights, hotels, car hire, etc
 Also services integrater server - deals with request from
user and search the relevant services required
Stock Control
 Automated systems
 Stock controlled by computer
 without actually allowing it to take over the process
 When barcode is scanned,
 System finds this barcode in the file using direct access
 Reduces number in stock by one
 computer compares no. in stock with re-order level
 computer creates automatic order for re-order quantity
using suppliers contact details
Benefits to customer and
Supermarket? Research
Just in time system
 Goods are ordered so that they arrive at their distribution
point as required
 Company places order with supplier when they are on the
verge of running out of stock
 Order is placed so the goods will arrive at the company
when they are required for manufacturing/selling
 Benefits:
 Avoids them having too much stock and unsold stock piling
up
 Disadvantage
 May be unable to cope with sudden rise in demand