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Chapter 29
 

Chapter 29

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Chapter 29 PowerPoint with audio

Chapter 29 PowerPoint with audio

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    Chapter 29 Chapter 29 Presentation Transcript

    • Chapter 29
      Conducting Marketing Research
    • The Marketing Research Process
      Define the Problem
      Collect Data
      Analyze the Data
      Recommend Solutions
      Apply the Results
    • Problem Definition
      Clearly defining a problem and what is needed to solve it
      Defining objectives and questions to help meet those objectives
    • Obtain Data
      Primary Data – are data obtained for the first time and used specifically for the particular problem or issue under study
      Secondary Data – have already been collected for some purpose other than the current study
    • How Secondary Data are Obtained
      Internal Sources
      Internet Sources
      Government Sources
      Marketing Research Companies
      Business Publications and Trade Organizations
    • Pros and Cons of Secondary Data
      Advantages – easy to obtain and saves money
      Disadvantages – may not relate and may be inaccurate depending on currency of the data
    • How Primary Data are Obtained
      Through private staff or from contracted specialists
      Survey method
      Technological methods
      Interviews
      Observation
      Experimental
    • Analyzing Data, Recommend Solutions, and Apply the results
      Compile, analyze, and interpret
      Convey, review, and articulate
      Apply, improve, and discover
    • The Marketing Survey
      Validity – measures what is intended
      Reliability – yields the same results in repeated trials
    • Writing Questions
      Open-ended questions
      Forced Choice questions
      Multiple Choice
      Yes/No
      Rating Scale
      Level of Agreement
    • Basic Guidelines for Writing Questions
      Each question should be written clearly and briefly as possible
      Avoid asking leading questions
      Avoid asking questions that the reader may not know and hence, guess
    • Formatting
      Must have excellent visual appearance
      Include: dark ink, headings, and an easily read font
      Place numbers on all individual questions
      Give clear directions for each section and ask for demographic information at the end
    • Administering the Questionnaire
      Have deadlines for completion, cover letter explaining the purpose as well as a self-addressed, postage-paid, envelope if mailed
      Incentives
      In-Person Surveys