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Information%20Management%20and%20Market%20Research

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Information Management and Market Research Chapters 28 and 29 Marketing Research Links . Consumer, Customer, and Public Marketer through information Marketing ... – PowerPoint PPT presentation

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Title: Information%20Management%20and%20Market%20Research


1
Information Management and Market Research
  • Chapters 28 and 29

2
Marketing Research Links.
Consumer, Customer, and Public
Marketer through information
Marketing Research Involves the process
methods used to gather information, analyze it,
report findings related to marketing goods and
services.
3
Marketing Research
  • What is the primary purpose of Marketing
    Research?
  • To obtain information about the preferences,
    opinions, habits, trends, and plans of current
    and potential customers.

4
Marketing Research
  • Marketing Information Systems is a set of
    procedures methods that regularly
  • Generates
  • Stores
  • Analyzes
  • Distributes

marketing information for use in making
marketing decisions.
5
Marketing Research
  • Database Marketing Process of designing,
    creating, and maintaining customer lists.
  • Also known as Customer Relationship Marketing
    (CRM)
  • What do they use this information for?
  • Sending out catalogs
  • Special offers
  • Selling information to other businesses

6
Market Research
  • The type of research a business conducts depends
    on the problem they are trying to solve.
  • Quantitative Research Answers questions that
    start with how many or how much. This type
    of information gathers information from a larger
    group of people.
  • Usually done through surveys or questionnaires
  • Qualitative Research Focuses on smaller numbers
    of people (usually less than 100) and tries to
    answer the question why or how.
  • Usually done through interviews

7
Types of Marketing Research
  • Attitude Research
  • Also known as opinion research finds out how
    people feel about products. Commonly done
    through Satisfaction Surveys.
  • Market Intelligence
  • Concerned with size, location, competition and
    segmentation of the market for a product
  • Helps a company determine who their target market
    is
  • Media Research
  • Focuses on media effectiveness, selection,
    frequency ratings.
  • Helps marketers determine what methods of
    advertising would be most beneficial
  • Product Research
  • Centers on evaluating product design, package
    design, product usage, and customer acceptance of
    new and existing products.

8
Marketing Research Process
  • The Marketing Research Process involves five
    steps
  • Step 1
  • Defining the problem
  • Occurs when a company clearly identifies the
    problem what is needed to solve it
  • Allows you to create objectives that will guide
    your research process

9
Types of Data
  • Step 2 Obtaining data
  • Primary Data
  • Obtained for one particular purpose
  • Secondary Data
  • Already gathered for another purpose

10
Secondary Data Sources
  • Internet
  • U.S. Government
  • Consumer and Business Information companies
  • Business and Trade Publications

11
Primary Data Sources
  • Obtained by
  • Survey method
  • Online surveys
  • Phone surveys
  • Interview Method
  • Observation method
  • Fastest and most cost-effective
  • Mystery Shopper
  • Experimental method

12
Mystery Shopper
  • Researcher that poses as a customer and goes into
    a retail store to observe employees.

A mystery shopper is someone hired by a company
to pose as a customer, to evaluate the services
or purchase pre-selected merchandise. Becoming a
mystery shopper is free. It doesn't cost a penny
to find out about shopping opportunities
13
Research Process
  • Step 3 Analyzing the data
  • - Research compile, analyze, and interpret
  • the data collected.
  • Step 4 Recommending solutions to the problem
  • - Researchers come up with potential solutions
    to
  • the problem and present them in a report.
  • Step 5 Applying The Results
  • - Research results are put into action.

14
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Finish MM Worksheet
Your 's should 100
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