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Marketing Research Op 08

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Marketing Research Hillary Jenkins, Otago Polytechnic 2008
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Definition ,[object Object],[object Object],[object Object]
What is it? ,[object Object],[object Object],[object Object],[object Object]
Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Methods ,[object Object],[object Object],[object Object],[object Object],[object Object]
Methods ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Research Data ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Research Data ,[object Object],[object Object],[object Object],[object Object],[object Object]
Need to ask four questions ,[object Object],[object Object],[object Object],[object Object]
Marketing Research Information ,[object Object],[object Object],[object Object],[object Object]
Quantitative ,[object Object],[object Object],“ research aimed at producing data that can be statistically analyse and results that can be expressed numerically .”
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]
Techniques ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Research ,[object Object],[object Object],[object Object],[object Object]
Research ,[object Object],[object Object],[object Object],[object Object]
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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Marketing Research Op 08

  • 1. Marketing Research Hillary Jenkins, Otago Polytechnic 2008
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  • 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]
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  • 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