Marketing Research - PowerPoint PPT Presentation

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Marketing Research

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Marketing Research Overview Introduction to marketing research Research design Data collection Data analysis Reporting results Redefining Marketing Research The ... – PowerPoint PPT presentation

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Title: Marketing Research


1
Marketing Research
2
Overview
  • Introduction to marketing research
  • Research design
  • Data collection
  • Data analysis
  • Reporting results

3
Redefining Marketing Research
  • The American Marketing Association (AMA)
    redefined Marketing Research as
  • The function which links the consumer, the
  • customer, and public to the marketer
  • through INFORMATION

4
Nature of marketing research (MR)
  • Systematic and objective process of planning,
    gathering, analysing and reporting data
  • Used to solve specific problem or opportunity

5
Redefining Marketing Research
Information
6
Definition of Marketing Research
  • Marketing research is the systematic and
    objective
  • identification
  • collection
  • analysis
  • dissemination
  • and use of information
  • for the purpose of improving decision making
    related to the
  • identification and
  • solution of problems and opportunities in
    marketing.

7
Market Research
  • Specifies the information necessary to address
    these issues
  • Manages and implements the data collection
    process
  • Analyzes the results
  • Communicates the findings and their implications

8
Classification of Marketing Research
  • Problem Identification Research
  • Research undertaken to help identify problems
    which are not necessarily apparent on the surface
    and yet exist or are likely to arise in the
    future. Examples market potential, market
    share, image, market characteristics, sales
    analysis, forecasting, and trends research.
  • Problem Solving Research
  • Research undertaken to help solve specific
    marketing problems. Examples segmentation,
    product, pricing, promotion, and distribution
    research.

9
A Classification of Marketing Research
Fig 1.1
Marketing Research
10
Problem Solving Research
Table 1.1
11
Problem Solving Research
Table 1.1 cont.
12
Problem Solving Research
Table 1.1 cont.
13
Marketing Research Process
  • Step 1 Problem Definition
  • Step 2 Development of an Approach to the
    Problem
  • Step 3 Research Design Formulation
  • Step 4 Fieldwork or Data Collection
  • Step 5 Data Preparation and Analysis
  • Step 6 Report Preparation and Presentation

14
The Role of Marketing Research
Fig 1.2
15
Characteristics of MR
  • Quantitative vs. qualitative
  • Applied vs. basic research
  • Can be inaccurate
  • Time and budget constrains

Remember the benefits of marketing research
Page 8
16
Role of MR in decision making
  • Provides info
  • Functional roles
  • Descriptive
  • Diagnostic
  • Predictive
  • Factors influencing MR
  • Time
  • Data availability
  • Nature of decision
  • Cost-benefit
  • Lack of resources

17
IMPORTANCE OF MARKETING RESEARCH IN DECISION
MAKING
  • Necessary to keep existing customers
  • Provides insight to an ever changing market

18
ETHICAL CONSIDERATIONS
  • Participants should be comfortable
  • Participants should not be deceived
  • Participants should be willing and informed
  • Data should be held in confidence

19
SECONDARY RESEARCH
  • Advantages and disadvantages
  • Internal data sources
  • External data sources
  • The Internet

20
SURVEY RESEARCH
  • Errors
  • Types of surveys
  • Personal
  • Door-to-door
  • Executive
  • Mall intercepts
  • Telephone
  • Mail
  • Internet
  • Self-administered interviews

21
OBSERVATION
  • Advantages and disadvantages
  • Methods
  • Human vs. machine
  • Natural vs. contrived
  • Disguised vs. undisguised
  • Structured vs. unstructured
  • Direct vs. indirect

22
EXPERIMENTS
  • Laboratory vs. field
  • Internal vs. external validity
  • Test marketing

23
MEASUREMENT CONCEPTS
  • Levels of measurement of scales
  • Open-ended response format
  • Fixed alternative response
  • Comparative scales
  • Non-comparative scales

24
QUESTIONNAIRE DESIGN
  • Considerations
  • Info requirements
  • Question content
  • Question structure
  • Question wording
  • Question sequence
  • Layout
  • Reliability issues

25
SAMPLING
  • Define population
  • Determine sample frame
  • Select sampling technique
  • Probability
  • Non-probability
  • Determine sample size
  • Execute sampling process

26
FIELDWORK
  • Selecting fieldworkers
  • Training fieldworkers
  • Supervising fieldworkers
  • Validating fieldworkers
  • Evaluating fieldworkers

27
DATA PREPARATION
  • Validation
  • Editing
  • Coding
  • Data entry
  • Data cleaning

28
DATA ANALYSIS
  • Tabulation
  • Graphic
  • Descriptive statistics

29
HYPOTHESIS TESTING
  • Formulate null hypothesis
  • Choose appropriate statistical test
  • Decide on desired significance level
  • Calculate value of test statistic
  • Compare observed value of test statistic with
    critical value and arrive at conclusion

30
RESEARCH REPORT
  • Title page
  • Letter of transmittal
  • Table of contents
  • Executive summary
  • Introduction
  • Methodology
  • Findings
  • Conclusions and recommendations
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