Chap 4, market research, demand & information

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This slide will give fair idea about what will be the process of marketing research & on this basis how demand can created

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Chap 4, market research, demand & information

  1. 1. ..
  2. 2. Marketing information system (MIS) consists of people and procedures for:– Assessing informational needs– Developing needed information– Helping decision makers use the information to generate customer insights
  3. 3. Pillow Segments• 23% - stackers• 20% - plumpers• 16% - rollers or folders• 16% - cuddlers• 10% - smashers
  4. 4. ..
  5. 5. Internal databasesThese are electronic collections of consumer and market information obtained from data sources within the company network
  6. 6. Marketing intelligenceIt is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketplace
  7. 7. Marketing researchThis is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization
  8. 8. . .. Define the problem Develop research plan Collect information Make decision Analyze information Present findings
  9. 9. Step 2: Develop . Research Plan the. Data Research Sources Approach Research Sampling Instruments Plan Contact Methods
  10. 10. • Based on Internal data• Based on MIS
  11. 11. • Sampling unit: Who is to be surveyed?• Sample size: How many people should be surveyed?• Sampling procedure: How should the respondents be chosen?
  12. 12. .. Mail Questionnaire Telephone Interview Personal Interview Online Interview
  13. 13. .. Questionnaires Technological Devices
  14. 14. .. Galvanometers Tachistoscope Eye cameras Audiometers GPS
  15. 15. • A narrow conception of the research• Uneven caliber of researchers• Poor framing of the problem• Late and occasionally erroneous findings• Personality and presentational differences

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