MARKETING
RESEARCH
Techniques
• Data Sources
Primary Data
- Freshly gathered data for specfic purpose.
- First hand information
- Expensive to collect, ...
• Primary data collection

Contact
Methods

Research
Approaches
• Observation
• Survey
• Experiment

•
•
•
•

Sampling Pla...
Research Approaches
• Observational Research
The gathering of primary data by observing relevant
people,actions and situat...
Contact Methods
• Mail Questionnaire
- Questionnaires are mailed by interviewer

- Questionnaire should be simple and clea...
2. Group / focus group interviewing – Interviewing six to ten people for a
few hours with a trained interviewer and make t...
Sampling Plan

Sample – A segment of the poplutation selected for marketing research
to represent the population as a whol...
Research Instruments

Questionnaires
1. Closed-end questions - This questionnaires include all posible
answers and the res...
Gathering Secondary Data
-Secondary data can be collected from company’s internal data base.
-Companies can buy secondary ...
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Marketing research vv

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Marketing research vv

  1. 1. MARKETING RESEARCH Techniques
  2. 2. • Data Sources Primary Data - Freshly gathered data for specfic purpose. - First hand information - Expensive to collect, analyse and evaluate Secondary Data - Data that has already been collected for other purposes - published data
  3. 3. • Primary data collection Contact Methods Research Approaches • Observation • Survey • Experiment • • • • Sampling Plan Mail Telephone Personal Online • Sampling Unit • Sample Size • Sampling Procedure Research Insttruments • questionnaire • Mechanical instruments
  4. 4. Research Approaches • Observational Research The gathering of primary data by observing relevant people,actions and situations • Survey Research Gathering primary data by asking people questions about their knowledge, attitudes, preferences, and buying behaviour. • Experimental Research Gathering primary data by selecting matched groups of subjects ,giving them different treatment, controlling related factors, and checking for differences in group responses
  5. 5. Contact Methods • Mail Questionnaire - Questionnaires are mailed by interviewer - Questionnaire should be simple and clearly worded • Telephone Interview - Interactive - Can gather information quickly • Personal Interview 1. Individual interviewing – Interviewing people in their homes or offices or in shopping malls.
  6. 6. 2. Group / focus group interviewing – Interviewing six to ten people for a few hours with a trained interviewer and make them talk about a product , services or organization.The interviewer “focuses” the group discussion on important issues . • Online marketing research Collecting primary data through internet surveys and online focus groups.
  7. 7. Sampling Plan Sample – A segment of the poplutation selected for marketing research to represent the population as a whole Designing a sample requires : 1. Sampling Unit Who should be surveyed? 2. Sample Size How many should be surveyed? 3. Sampling procedure How should they be selected for the survey?
  8. 8. Research Instruments Questionnaires 1. Closed-end questions - This questionnaires include all posible answers and the respondents want to make choices among them. 2. Open-end questions - Allows respondents to answer in their own words. Mechanical Instruments Researchers use mechanical instruments to monitor consumer behavior
  9. 9. Gathering Secondary Data -Secondary data can be collected from company’s internal data base. -Companies can buy secondary data from external information sources Examples of extenal information sorces 1. LexisNexis – Track firms , industries trends and pramotion techniques. 2. Information Resources,Inc – provides supermarket scanner data for tracking grocery product movement and new product purchasing data 3. U.S. Census – provides detailed statistics and trends about the U.S. Population.

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