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Chap 4, market research, demand & information
Chap 4, market research, demand & information
Chap 4, market research, demand & information
Chap 4, market research, demand & information
Chap 4, market research, demand & information
Chap 4, market research, demand & information
Chap 4, market research, demand & information
Chap 4, market research, demand & information
Chap 4, market research, demand & information
Chap 4, market research, demand & information
Chap 4, market research, demand & information
Chap 4, market research, demand & information
Chap 4, market research, demand & information
Chap 4, market research, demand & information
Chap 4, market research, demand & information
Chap 4, market research, demand & information
Chap 4, market research, demand & information
Chap 4, market research, demand & information
Chap 4, market research, demand & information
Chap 4, market research, demand & information
Chap 4, market research, demand & information
Chap 4, market research, demand & information
Chap 4, market research, demand & information
Chap 4, market research, demand & information
Chap 4, market research, demand & information
Chap 4, market research, demand & information
Chap 4, market research, demand & information
Chap 4, market research, demand & information
Chap 4, market research, demand & information
Chap 4, market research, demand & information
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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

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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Transcript

  • 1. ..
  • 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. Pillow Segments• 23% - stackers• 20% - plumpers• 16% - rollers or folders• 16% - cuddlers• 10% - smashers
  • 4. ..
  • 5. Internal databasesThese are electronic collections of consumer and market information obtained from data sources within the company network
  • 6. Marketing intelligenceIt is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketplace
  • 7. Marketing researchThis is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization
  • 8. . .. Define the problem Develop research plan Collect information Make decision Analyze information Present findings
  • 9. Step 2: Develop . Research Plan the. Data Research Sources Approach Research Sampling Instruments Plan Contact Methods
  • 10. • Based on Internal data• Based on MIS
  • 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. .. Mail Questionnaire Telephone Interview Personal Interview Online Interview
  • 13. .. Questionnaires Technological Devices
  • 14. .. Galvanometers Tachistoscope Eye cameras Audiometers GPS
  • 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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