Marketing Research Appalachian State University Boone 市场营销的研究阿巴拉契亚州立大学的布恩.pptVIP

Marketing Research Friday, November 10 What is marketing research? Marketing research is the link between the marketer and the market… It is the starting point of marketing… Marketing research is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company. MIS: consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. Marketing research goals UNDERSTAND EXPLAIN MEASURE FORECAST VERIFY Marketing research content PRODUCT ANALYSIS CONSUMER ANALYSIS COMPETITOR ANALYSIS DISTRIBUTOR ANALYSIS ENVIRONMENTAL ANALYSIS Marketing research process Research design The research design formally describes the characteristics of the survey and the procedures used to conduct the study. It is the methodological framework of the research. Contents: Goals Information sources Variables Survey method Sampling method Data analysis Calendar Budget Types of marketing research Research methods Observational research - Audit: inventories, facing, pantry check… - Mechanical: scanning, EDI, pupilometer… Experimental research - Product/concept tests: prototype, comparative or not - Market/store tests: laboratory stores, catalog sales, mobile stores, in-store tests, city tests… Survey or Ad hoc research Qualitative research: interviews, focus groups… Quantitative research: surveys, polls… Qualitative and quantitative research The distinction between qualitative and quantitative research depends on the nature of the research problem. If “why?” or “how?” QUALITATIVE RESEARCH If “how many?” or “how much?” QUANTITATIVE RESEARCH Information Sources Secondary sources: Existing data. All forms of documentary research. DESK RESEARCH Primary sources: Data collected for a specific situation at company’s request. FIELD RESEARCH, AD HOC These sources can be internal or external. The cho