Market Research Method

Loading...

Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

0 comments

Post a comment

    Post a comment
    Embed Video
    Edit your comment Cancel

    1 Favorite

    Market Research Method - Presentation Transcript

    1. How to Design and Conduct Market Research Download the entire document at: www.gazhoo.com
    2. Agenda
      • First steps
      • Types of research methodology
        • telephone surveys
        • focus groups
        • consumer intercepts
        • mail surveys
        • consumer panels
        • omnibus studies
      • Types of samples
      • Market research vendors
      • Temps as phone interviewers
      • Questionnaire design
      • Data analysis
      • Research and Data Analysis Department
      Download the entire document at: www.gazhoo.com
    3. Focus Groups - Overview Developing new ideas Exploring and evaluating new ideas Ad testing Educating case team on a new industry or client Questionnaire development In-depth understanding of steps in decision process Exploring sensitive/confidential issues Traditional (8-10 people) Mini Focus Groups Electronic Focus Groups Brainstorming Sessions Download the entire document at: www.gazhoo.com
    4. Types of Samples Download the entire document at: www.gazhoo.com
      • Client provides lists of customer names, addresses, and phone numbers. Often accompanied by behavioral data ( e.g., post spending)
      • Randomly selected phone numbers from desired locations selected by city, state, or zip code
      • Companies such as Survey Sampling, Inc. sell lists of names and phone numbers selected by specific behaviors ( e.g., own a computer)
      • Mail or phone surveys with a large number of US households who are recruited to be a panel member
      Client Lists Random Digit Dialing Purchased Lists Consumer Panels XYZ uses four sources for creating survey samples
    5. Data Analysis: Perceptual Mapping (3 of 3) Source: XYZ National Brand Image Study Low price   Brand 1  Comfortable  Worn by young people Brand 6  Fashionable  Brand 5   High performance Quality brand Latest in technology   Brand 4  Specific sport  Brand 2  Brand 3  Worn by sports stars Download the entire document at: www.gazhoo.com
    6. Data Analysis (Conjoint Analysis - Output) Output: Example: Attribute ranking Utility levels Market share estimation Purchase likelihood
      • How important is a particular attribute (e.g., traction) relative to all other attributes and benefits in a purchase decision?
      • How sensitive are consumers to changes within a given attribute (e.g., price sensitivity)?
      • Given a specific product configuration, what is the likelihood that it will be purchased?
      • What is the preference share of specific products when consumers are asked to choose between various product alternatives?
      • Price = $40
      • Leather
      • Reebok
      • Etc.
      Download the entire document at: www.gazhoo.com

    + grace kimgrace kim, 2 months ago

    custom

    529 views, 1 favs, 0 embeds more stats

    This deck set out a methodology to design and condu more

    More info about this document

    © All Rights Reserved

    Go to text version

    • Total Views 529
      • 529 on SlideShare
      • 0 from embeds
    • Comments 0
    • Favorites 1
    • Downloads 0
    Most viewed embeds

    more

    All embeds

    less

    Flagged as inappropriate Flag as inappropriate
    Flag as inappropriate

    Select your reason for flagging this presentation as inappropriate. If needed, use the feedback form to let us know more details.

    Cancel
    File a copyright complaint
    Having problems? Go to our helpdesk?

    Categories