Karteikarten
1
Karten in diesem Stapel (25)
- 13 Main topics of MaRe1. Generating: Insights to concepts
2. Developing: Concept to Product
3. Monitoring: Product to Money - 2MaRe DefinitionThe systematic gathering & interpretation of infos about individuals or organizations
using statistical & analytical methods & techniques of the applied social sciences
to gain insight or support decision making. - 3Different types of MaRe- Ad hoc
(to deal with a specific issue)
- Programmatic
(returning research ,e.g. for monthly reports on customer satisfaction) - 4When to conduct MaRe & when not- conduct if there is uncertainty about what to do. balance uncertainty vs costs of conducting market research.
-Never conduct if decision is already
made or needs to be
taken at an instant. - 5Complementary approaches to MaRe- Research Projects
- Information Systems - 6Complementary approaches to MaRe Research Projects- Executed to address specific problems
- short term initiatives; infrequently
- Attitudinal infos ( emotions, awareness, reputaion): subjectivity infos CRM can't provide - 7Complementary approaches to MaRe Information Systems• Continuous monitoring of consumers & market behavior
• All customer actions stored in databases (purchases, inquiries, promotional extensions)
• called CRM(Customer Relationship Management) systems
• possible early warning system - 8Who provides market research?
- 9Sources of MaRe Problems (1. Step: Identify)- Unanticipated change
- Planned change
- Serendipity
=> possible chance & Problem - 10Sources of MaRe Problems Unanticipated change• In external environment
(new technologies, change in lifestyle of customers)
• In internal environment
(losing market share) - 11Sources of MaRe Problems planned change• Growth plans
- new products, services
–more effective pricing and advertising
– market research helps assess the feasibility of alternatives) - 12Sources of MaRe Problems Serendipity• Chance ideas
(from R&D, Sales, customers, complaint letters) - 13Market researchers need to look below the surface1. Communication between manager & researcher
2. Avoid confusing problems with symptoms
3. Balance exploratory research and more specific types of research
=> solve problems not symptoms - 14Marketing Manager (Formulate the research problem)• What information would help the decision maker?
• What are the constraints on the decision makers actions?
=> improve an existing product - 15Market Researcher (Formulate the research problem)• Translate the decision problem into a research problem.
• Make sure that the real decision problems are addressed
(not just the symptoms)
=> evaluate prospective enhancements - 16Research Design What is it?- Plan for study
- used as a guide in collecting & analyzing data - 17Research Design What is its use?- ensure the problem is relevant to the problem
- helps to limit & project the cost - 18Determine the research design- Ambiguous problems:
Exploratory Research
- Somewhat defined problems:
Descriptive Research
- Clearly defined problems:
Casual Research - 19Ambiguous problems Exploratory Research Application- Generate Hypothesis
- Develop measure Instruments
- Understand Structure - 20Ambiguous problems Exploratory Research Methods• Literature search
• Focus groups
• Personal interviews
• Observational studies
• Ethnographic studies - 21Somewhat defined problems: Descriptive Research Application• Understand market size
• Segmentation
• Measure achievement, satisfaction etc. - 22Somewhat defined problems: Descriptive Research Methods• One-time survey
• Longitudinal survey
• Panel studies - 23Clearly defined problems: Casual Research Application• Confirm and quantify correlation
• Simulate change in marketing mix - 24Clearly defined problems: Casual Research Methods• Laboratory studies
• Field studies
(incl. test markets)
• Designs with a high control of the independent variable - 25Steps in MaRe process1. Identify and Formulate the Research Problem
2. Research Design
3. Research Implementation
Informationen
- Beschreibung
- MaRe Karteikarten am 1, erstellt von Martin Reichmuth am 27/10/2018.
- Erstellt von
- Martin Reichmuth
- Aufrufe
- 2
- Bewertung