Chapter 29

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Chapter 29

  1. 1. Chapter 29 <br />Conducting Marketing Research<br />
  2. 2. The Marketing Research Process<br />Define the Problem <br />Collect Data<br />Analyze the Data<br />Recommend Solutions<br />Apply the Results<br />
  3. 3. Problem Definition<br />Clearly defining a problem and what is needed to solve it<br />Defining objectives and questions to help meet those objectives<br />
  4. 4. Obtain Data<br />Primary Data – are data obtained for the first time and used specifically for the particular problem or issue under study<br />Secondary Data – have already been collected for some purpose other than the current study<br />
  5. 5. How Secondary Data are Obtained<br />Internal Sources<br />Internet Sources<br />Government Sources<br />Marketing Research Companies<br />Business Publications and Trade Organizations<br />
  6. 6. Pros and Cons of Secondary Data<br />Advantages – easy to obtain and saves money<br />Disadvantages – may not relate and may be inaccurate depending on currency of the data<br />
  7. 7. How Primary Data are Obtained<br />Through private staff or from contracted specialists<br />Survey method<br />Technological methods<br />Interviews<br />Observation<br />Experimental<br />
  8. 8. Analyzing Data, Recommend Solutions, and Apply the results<br />Compile, analyze, and interpret<br />Convey, review, and articulate<br />Apply, improve, and discover<br />
  9. 9. The Marketing Survey<br />Validity – measures what is intended<br />Reliability – yields the same results in repeated trials<br />
  10. 10. Writing Questions<br />Open-ended questions<br />Forced Choice questions<br />Multiple Choice<br />Yes/No<br />Rating Scale<br />Level of Agreement<br />
  11. 11. Basic Guidelines for Writing Questions<br />Each question should be written clearly and briefly as possible<br />Avoid asking leading questions<br />Avoid asking questions that the reader may not know and hence, guess<br />
  12. 12. Formatting<br />Must have excellent visual appearance<br />Include: dark ink, headings, and an easily read font<br />Place numbers on all individual questions<br />Give clear directions for each section and ask for demographic information at the end<br />
  13. 13. Administering the Questionnaire<br />Have deadlines for completion, cover letter explaining the purpose as well as a self-addressed, postage-paid, envelope if mailed<br />Incentives<br />In-Person Surveys<br />

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