Transcript Marketing Research - York College of Pennsylvania

Marketing Research
Involves systematically gathering,
recording, and analyzing information about
specific issues related to the marketing of
goods, services, organizations, people,
places and ideas
Why do we need marketing
information?
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Gain competitive advantage
Reduce financial and image risks
Determine customer attitudes
Monitor the environment
Gather competitive intelligence
Coordinate strategy
Measure performance
Improve advertising credibility
Gain management support for decisions
Very intuition
Improve effectiveness
Sources of Information
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Syndicated services
MkIS
 Data warehouse
 Data mining
 DSS
Marketing Research project
Guidelines for an effective
marketing research project
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Purposeful
Sequence of tasks
May contain information from different
sources
May be applied to any aspect of marketing
Results must be communicated
Trends in marketing research
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Rapid rise in customer service studies
The use of the internet
Application of single-source data collection
Ethical considerations
Complexities of international research
Steps in a marketing research
project
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Problem identification
Situation analysis
Informal investigation
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Formal investigation
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Select sources of information
Research design
Data Analysis
Recommendations
Implementation of findings
Follow-up
Sources of Information
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Secondary data
Primary data
Research design
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Who collects the data?
What information should be collected?
Who or what should be studied?
What collection method should be used?
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Experiment, observation, survey
How much will the study cost?
How will the data be collected?
How long is the data collection period?
When and where should be collected?
Experimental methods
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Test marketing
Simulated test marketing
Survey methods
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Personal survey
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Mall intercept
Focus group
Depth interview
Telephone survey
Mail survey