Marketing Research OP 09

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Marketing Research OP 09

  1. 1. Marketing Research Hillary Jenkins, Otago Polytechnic 2008
  2. 2. + http://flickr.com/photos/view/142745616 /
  3. 3. Definition <ul><li>The systematic and objective search for information relevant to the identification and solution of any problem in the field of marketing </li></ul><ul><li>Key words </li></ul><ul><ul><li>Systematic and objective </li></ul></ul>
  4. 4. What is it? <ul><li>Consists of activities that enable an organization to obtain the information it needs to make decisions about its: </li></ul><ul><ul><li>Environment </li></ul></ul><ul><ul><li>Marketing Mix </li></ul></ul><ul><ul><li>Present or potential customers </li></ul></ul>
  5. 5. Objectives <ul><li>Identify markets </li></ul><ul><li>Characteristics of markets </li></ul><ul><li>Market trends </li></ul><ul><li>Market changes </li></ul><ul><li>Market opportunities/threats </li></ul><ul><li>Effectiveness of marketing activities </li></ul><ul><li>Analysis of competition </li></ul>
  6. 6. Methods <ul><li>SWOT analysis </li></ul><ul><ul><li>S trengths </li></ul></ul><ul><ul><li>W eaknesses </li></ul></ul><ul><ul><li>O pportunities </li></ul></ul><ul><ul><li>T hreats </li></ul></ul>
  7. 7. Methods <ul><li>Secondary information </li></ul><ul><li>Primary information </li></ul><ul><li>Quantitative </li></ul><ul><li>Qualitative </li></ul><ul><li>Internal to organization </li></ul><ul><li>External to organization </li></ul>
  8. 8. Research Data <ul><li>Secondary data is information which has already been gathered </li></ul><ul><li>It is secondary because its use is not purpose for which it was gathered </li></ul><ul><li>Sources </li></ul><ul><ul><li>Government agencies </li></ul></ul><ul><ul><li>International data bases </li></ul></ul><ul><ul><li>Own organization </li></ul></ul><ul><ul><li>Financial institutions </li></ul></ul>
  9. 9. Research Data <ul><li>Primary data is collected from original sources for the purpose of study </li></ul><ul><ul><li>Three ways to do this: </li></ul></ul><ul><ul><ul><li>Observation </li></ul></ul></ul><ul><ul><ul><li>Experiment </li></ul></ul></ul><ul><ul><ul><li>Survey </li></ul></ul></ul>
  10. 10. Need to ask four questions <ul><li>Is the information relevant? </li></ul><ul><li>Is it current or obsolete? </li></ul><ul><li>How accurate is it? </li></ul><ul><li>How credible is the source of the data? </li></ul>
  11. 11. Marketing Research Information <ul><li>Is either: </li></ul><ul><ul><li>Quantitative </li></ul></ul><ul><ul><li>or </li></ul></ul><ul><ul><li>Qualitative </li></ul></ul>
  12. 12. Quantitative <ul><li>[Dibb, Simkin, Pride and Ferrell 1997] </li></ul><ul><li>This is hard data </li></ul>“ research aimed at producing data that can be statistically analyse and results that can be expressed numerically .”
  13. 13. Qualitative This is soft data ‘ research that deals with information too difficult or expensive to quantify such subjective opinions and value judgements, typically unearthed during interviews or discussion groups.’ [Dibb, Simkin, Pride and Ferrell, 1997]
  14. 14. Techniques <ul><li>Surveys </li></ul><ul><li>Questionnaires </li></ul><ul><li>Personal interviews </li></ul><ul><li>Focus groups </li></ul><ul><li>Observation </li></ul><ul><li>Telephone interviews </li></ul><ul><li>Mail interviews </li></ul><ul><li>Experiments </li></ul><ul><li>Test marketing </li></ul>
  15. 15. Research <ul><li>Can be either </li></ul><ul><li>Internal = information gathered from within the company </li></ul><ul><li>Or </li></ul><ul><li>External = information gathered from outside the company </li></ul>
  16. 16. Research <ul><li>Continuous </li></ul><ul><ul><li>Carried out to determine long term trends </li></ul></ul><ul><li>Ad hoc </li></ul><ul><ul><li>Carried out for a particular purpose </li></ul></ul>
  17. 17. Conducting Market Research 1. Establish purpose or aim of research (objective) ‏ 2. Determine information requirements 3. Select suitable methods/techniques 4. Conduct research 5. Collate, analyse and interpret data 6. Report the findings

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