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7-1
Market Research and Market Information
7-2
Market research, the need and the forms Information systems increase the
usefulness of data Growing role of technology in marketing
research Conducting a market research project Gathering and using information about
competitors Ethics enters into the performance of
marketing research
7-3
MarketingMix
MarketingMix
MarketsMarket Segments
MarketsMarket Segments
ExpectationsSatisfaction
ExpectationsSatisfaction
CompetitionCompetition
7-4
The development, interpretation, and communication of decision-oriented information to be used in all phases
of the marketing process.
The development, interpretation, and communication of decision-oriented information to be used in all phases
of the marketing process.
7-5
MarketingResearchActivities
MarketingResearchActivities
MarketingInformationSystem
MarketingInformationSystem
Decision SupportSystem
Decision SupportSystem
SyndicatedServices
SyndicatedServices
MarketingResearchProject
MarketingResearchProject
7-6
On-going, organized procedureto generate, analyze, disseminate,
store, and retrieve information for use in making
marketing decisions.
On-going, organized procedureto generate, analyze, disseminate,
store, and retrieve information for use in making
marketing decisions.
7-7
7-8
Computer-based
AllowsInteraction with Data
Uses various methods of analysis Integrate, analyze
interpret information
7-9
7-10
Assembled data pertinent to a particular topic
Assembled data pertinent to a particular topic
Enormous collection of data from external or internal
sources compiled by a firm
Enormous collection of data from external or internal
sources compiled by a firm
Sophisticated techniques capable of identifying
patterns and relationships in masses of data
Sophisticated techniques capable of identifying
patterns and relationships in masses of data
DATABASE
DATAWAREHOUSE
DATAMINING
7-11
7-12
7-13
PRIMARYDATA
PRIMARYDATA ObservationObservation
ExperimentalExperimental
SurveySurvey
TestMarketTest
Market
CookiesCookies
MailMail
TelephoneTelephoneFace to
Face
Face to
Face
7-14
SECONDARYDATA
SECONDARYDATA
Inside the companyInside the company
Outside the companyOutside the company
7-15
Representative Sample
Representative Sample
Data-gathering formData-gathering form
Random samplesConvenience samples
Random samplesConvenience samples
Question wordingQuestion wording
Response formatResponse format
Questionnaire layoutQuestionnaire layout
PretestingPretesting
Question wordingQuestion wording
Response formatResponse format
Questionnaire layoutQuestionnaire layout
PretestingPretesting
7-16
Process of gathering
and analyzingpublic information about competitors
Process of gathering
and analyzingpublic information about competitors
7-17
PrivacyPrivacy
DataDataUseUse
PrivacyPrivacy
DataDataUseUse
PrivacyPrivacy
DataDataCollectionCollection
PrivacyPrivacy
DataDataCollectionCollection
IntrusivenessIntrusivenessIntrusivenessIntrusivenessDeceptiveDeceptive
ImplementationImplementationDeceptiveDeceptive
ImplementationImplementation
FalseFalseRepresentationRepresentation
FalseFalseRepresentationRepresentation
Market Market ResearchResearchMarket Market
ResearchResearch
7-18
Little investmentin market
opportunityresearch
Little investmentin market
opportunityresearch
Significant advances
inmethods
Significant advances
inmethods
ButBut
Projectorientation
Projectorientation
ConflictingobjectivesConflictingobjectives
Predictingbehavior is inexact
Predictingbehavior is inexact
7-19
Marketing research
Marketing information system
Decision support system
Database Data warehouse Data mining Retail scanners Single-source data
Situational analysis Hypothesis Informal
investigation Primary data Secondary data Observation
method Cookies Survey Face-to-face
interviews
7-20
Focus group Telephone survey Mail survey Internet surveys Experiment Test marketing Competitive
intelligence