国际营销英文课件Chapter 6 Marketing Research.pptxVIP

Chapter 6: Marketing Research Objectives Steps in marketing research Methods of marketing research Challenges of conducting marketing research in global markets Why we do marketing research? Understand customers’ needs, wants, and preferences Segment markets and identify the targets Find out what competitors do Provide necessary information for marketing decisions 6.1 Marketing Research System Marketing research Marketing research process Marketing research approaches Challenges in global context What is marketing research ? Marketing research is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing an organization. Marketing research activities Studies of market potential and share Assessment of customer satisfaction and purchase behavior Analysis of product, pricing, promotion and distribution programs of the major competitors Information sources In-house research teams Proctor Gamble carries out 1000 research projects by calling or visiting 1 million people annually Marketing research firms - Nielsen National Research Group Complete market research projects Limited number of activities Assistance in developing advertising strategies Keeping track of brand awareness Category of marketing research firms Major issues for using outside marketing research firms 6.2 Marketing research process Step 1 Defining problem How to define the a problem properly (not too broad nor too narrow) Ask the right question A well-defined problem allows the researcher to focus on securing the precise information necessary for solution, so the research process will be efficient and accurate. Exploratory research– seeks to discover the cause of a specific problem. Step 2 Develop the plan It calls for decisions on data sources, research approaches, research instruments, sampling plan, and contact methods. Sales performance records Financial statements Marketing cost analysis Secon