Market research rev 12

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  • 1. Essential Question?
    How can I MAKE GOOD DECISIONS?
    Marketing Research - How can I make good decisions
    1
    Market Research
  • 2. Marketing Research - How can I make good decisions
    2
    MARKETING RESEARCH
  • 3. Marketing Research - How can I make good decisions
    3
  • 4. Marketing Research - How can I make good decisions
    4
  • 5. Marketing Research - How can I make good decisions
    5
  • 6. Marketing Research - How can I make good decisions
    6
  • 7. Mktg Info Mgt System
    Marketing Research - How can I make good decisions
    7
    Systematic process of regularly:
    1) gathering
    2) recording
    3) analyzing
    4) distributing
    Data related to mktg goods/services
  • 8. HELPS BUSINESS BY:
    Marketing Research - How can I make good decisions
    8
    Determine customer wants and needs
    Solve marketing problems
    Help anticipate future problems
    Increase sales & profits
    Offer products consumers want
    Help plan future promotions & sales
  • 9. DIFFICULTIES
    Marketing Research - How can I make good decisions
    9
    Getting people to take survey
    Bias among groups (lie to say what they think you want them to)
  • 10. TECHONOLOGICAL IMPACT
    Marketing Research - How can I make good decisions
    10
    Collect more info
    Distribute info quicker
    More professional
    More applicable
    Just in time
  • 11. RESEARCH PROCESS
    Marketing Research - How can I make good decisions
    11
    Define Problem
    Obtain Data
    Analyze Data
    Recommend Solutions
    Apply Results
  • 12. TYPES of RESEARCH
    Marketing Research - How can I make good decisions
    12
    Media Advertising – ex. Neilson ratings
    Product – point of sale, test mktg
    Sales
    Consumer – study behavior, attitude, motivation to buy
    Market – define potentionaltgtmkt, investigate mkt for a product
  • 13. Types of Data
    Marketing Research - How can I make good decisions
    13
  • 14. COLLECTION METHODS
    Marketing Research - How can I make good decisions
    14
    (Survey)
    Mall Intercept
    Focus Group
    Telephone Survey
    Mail Questionnaire
    (Other)
    Panel Discussion
    Experiment/Test Marketing
    Observation
  • 15. Mall Intercept
    Marketing Research - How can I make good decisions
    15
  • 16. Marketing Research - How can I make good decisions
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  • 17. Marketing Research - How can I make good decisions
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  • 18. Marketing Research - How can I make good decisions
    18
  • 19. Focus Group
    Marketing Research - How can I make good decisions
    19
  • 20. Focus Group
    Marketing Research - How can I make good decisions
    20
  • 21. Focus Groups
    Marketing Research - How can I make good decisions
    21
  • 22. Telemarketing
    Marketing Research - How can I make good decisions
    22
  • 23. Marketing Research - How can I make good decisions
    23
  • 24. Marketing Research - How can I make good decisions
    24
  • 25. Marketing Research - How can I make good decisions
    25
  • 26. TYPES OF SURVEY QUESTIONS
    Marketing Research - How can I make good decisions
    26
    Open Ended
    Forced Choice
    Yes/no
    Multiple choice
    (be sure to have e. other)
    Rating scale (ex. 1-5 with 1 best)
    Level of agreement
    (disagree, strongly disagree, slightly disagree
  • 27. Marketing Research - How can I make good decisions
    27
  • 28. Marketing Research - How can I make good decisions
    28
  • 29. SURVEY WRITING GUIDELINES
    Marketing Research - How can I make good decisions
    29
    Clear and brief
    Same scale for similar questions
    Design appealing to consumers
    Numbers
    Directions
    Personal & Demographic questions at end (more likely to answer)
    Use more than one type of question