Mark101 slidedeck - research

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  • Market analysis – gathering relevant information that helps determine the potential of a market
  • PAGE 52-53 Polleverywhere – what is the correct order?
  • Reliability & validity In group order them in right order – 30 seconds
  • Consumer analysis Opening a tea shop story
  • Exploratory research Situation analysis Funnelling – why you do secondary before primary Secondary data collection Secondary data collection PRISZM + pg 56 figure 3.3 Advantages / disadvantages of secondary figure 3.4
  • Primary research Sample design, data collection methods, methodology – pg 58 figure 3.5 Focus group – granola bars Look at package – scribble words / pictures that you think of Look at package – discuss ideas / thoughts What's your fav colour? Take one bite – immediate thoughts – one word only? What would you do differently? Pros / cons of primary vs secondary research – paper to walls Secondary data offers the marketing organization several advantages and disadvantages. Some advantages include:  available at low or no cost;  readily available and regularly updated (e.g. census data and economic forecasts);  often the only source for some information (e.g. federal census);  useful for analyzing information in the exploratory stage of a project. Some disadvantages include:  data does not resolve a specific problem  reliability and accuracy of the data are questionable  information can be outdated and therefore not suitable for decisions in a rapidly changing marketplace.
  • Qualitative vs quantitative
  • Mark101 slidedeck - research

    1. 1. Market Research& Segmentation Presented by Lindsey Fair
    2. 2. Market Analysis
    3. 3. Step 5:Recommendations Steps to Research Step 4: Data Analysis Step 3: Primary Research Step 2: Exploratory Research Step 1: Problem Awareness
    4. 4. Reliability vs Validity
    5. 5. Consumer Analysis
    6. 6. Secondary Research
    7. 7. Primary Research
    8. 8. Qualitative = abcsQuantitative = #s

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