Chapter 29
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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