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Market Research Home University of Pittsburgh市场的研究匹兹堡大学的家.ppt

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Market Research Home University of Pittsburgh市场的研究匹兹堡大学的家

Market Research Lawrence Feick Market Research Professor Lawrence Feick University of Pittsburgh Outline Definition: what is market research? Examples of market research problems Who does market research? Glossary: types of data, studies, variables Focus on focus groups, surveys, observation, experiments Sampling Market research in 1998 What is market research? Collection and organization of information to be used for marketing decision making Examples of market research problems Target market selection Product studies Pricing studies Distribution studies Promotion studies Sales research Who does market research? Managers or market researchers in the firm producing the product (clients) Market research firms (suppliers) Advertising agencies (agencies) Organizations that produce market research information as a byproduct of other activities The Largest Market Research Firms 1997 Market research suppliers:types of services Custom research Syndicated research A glossary of research terms Types of data Types of studies Type of variables Types of data Secondary data collected for another purpose there is always relevant data available sources of secondary data Primary data collected to answer the current question Types of studies Quantitative quantity data: amounts, means, percentages surveys, experiments, observation methods Qualitative richness, depth of understanding directional, not quantified results depth interviews, focus groups Types of variables Independent variable a variable that has an effect on another a predictor or explanatory variable Dependent variable a variable that is affected by another Examples: purchase patterns and income Focus on: Focus Groups Focus groups Most frequently used qualitative method Involves moderated group discussion Typically 1.5 hours Example usage: product concept testing, name tests Focus on: Surveys Surveys Data collected by asking questions Art and science of asking questions Descriptive technique that yields: averages: pota