3. This is probably most commonly associated with
the process of interviewing consumers about
their product preferences, their buying
behaviour, their levels of expenditure and their
attitudes.
4. This is a continuous process of gathering
Information about competitors, customers,
products and markets. It commonly relies on
secondary sources and on newspapers,
commercial data bases, industry sources and
published reports.
5. This refers to specific studies conducted
to address particular questions and
continuous tracking studies to provide
regular information on trends and
patterns within a market.
6. 1.31
6
•They provide an objective internal
assessment of a particular issue.
•It is usually cheaper than trying to develop a
specialist function in house and
•They can provide access to certain specialist
research skills.
7. 1.3.2 7
•The staff of a market research company may not
a detailed understanding of the client-organization
and its markets.
•The client-organization has less control over the
Conduct of the research and;
•It is less confidential than in- house research.
8. 8
Establish Purpose of Research
Need to find out why the consumer take-up of internet banking has been slow
Establish Purpose of Research
Need to find out why the consumer take-up of internet banking has been slow
Design Research Process
Secondary data- searches of existing databases for information on consumer attitude to WWW
Primary data- focus group discussions with customers who use internet banking and those who do not
identify differences.
Design Research Process
Secondary data- searches of existing databases for information on consumer attitude to WWW
Primary data- focus group discussions with customers who use internet banking and those who do not
identify differences.
Implement Investigation
Recruit and organise focus groups, invite client to attend
Implement Investigation
Recruit and organise focus groups, invite client to attend
Analyse data
Recruit and organise focus groups, invite client to attend
Analyse data
Recruit and organise focus groups, invite client to attend
Present Findings
Written report and verbal presentation
Present Findings
Written report and verbal presentation
9. 9
•Market research collects information that
enables managers to generate solutions for
particular problems.
•It can be use to provide information on a
variety of marketing issues.
•It may also be used to assess advertising
effectiveness, monitor competitors activities,
concept testing products, assess sales
promotions, etc.
10. 1.3.5 10
This requires that the market researcher first
determine the type of data require and the
most appropriate sources of that data.
11. 1.4 11
•This is the process of actually carrying out the
research.
•It always easier if the researcher process has
been carefully and sensibly designed.
12. •The data to be analysed that is, it needs to
be converted in to information, to be of
value to marketing managers.
•The result of the analysis will not solve the
original problem but will give managers the
information they need to find answers to
the original questions
13. Once the analysis is complete the findings must
be presented to the client.
Editor's Notes
To find out what consumers want and supply products that precisely match those needs
