Fichas
Introduction
Fichas del conjunto (11)
- 1What does marketing research do?– To assess understanding of the role and limitations of market research
– To assess understanding of the application of market research to real world problems
– Critically evaluate the marketing research concepts
“Marketing research links the consumer, customer and public to the marketer through information which is used to identify and define marketing opportunities and problems: to generate, refine and evaluate marketing actions; and to improve understanding of marketing as a process and of the ways in which specific marketing activities can be more effective.” (ESOMAR - 2Why do we need marketing research?To provide info on customers:
- Who our potential customers are?
- What are their characteristics?
- What the main influences are on what, where, when and how they buy or use a product or service?
- What they say about products or services?
- Can better predict how customers will respond to a marketing activity
- Can help companies engage with customers
To provide information on competitors:
- To compare performance
- To recognise strengths and weaknesses of own marketing strategies
To provide information on the market environment:
- Outside control of the organisation
- Economy
- Technological developments
- Changes in demographics - 3What are the sources of info?Customer databases
- 4Marketing research in the 21st centuryInfo. from loyalty cards:
Home address; how often you visit the store; the days and times you visit the store; the value of your weekly grocery shop; the range of products you buy; the sizes of packages you bought; how often you use promo coupons; how brand loyal you are; how much you will try new products; how much you’re buying behaviour is influenced by advertising campaigns
Also, by looking at your buying bundles they can guess whether you live alone, have a family, have pets, are vegetarian or tend to eat ready-prepared meals. - 5The limits of informationSometimes research results are ignored – decision-maker has ultimate belief in the product, reputation will suffer if they abandon the product
e.g. Dyson bagless vacuum cleaner; Sony Walkman - 6The marketing research process- Problem definition
- Research brief
- Research proposal
- Data collection
- Analysis
- Report - 7Problem definitionA team effort:
Managers: understand the decision for which information is needed
Researchers (understand market research and how to obtain the information): Must work together to define the problem
Research objectives: what needs to be answered in order to answer the whole problem
Generally one of 3 types: exploratory, descriptive, causal - 8Examples of research objectivesExploratory research: research to rather preliminary information that will help define problems and suggest hypotheses. E.g. to explore attributes consumers consider when thinking about buying a new car
Descriptive research: research to better describe marketing problems, situations or markets. E.g. to identify the characteristics of the top 5% of our more profitable customers
Causal research (research to test cause and effect relationships) E.g. to identify if a decrease in price will lead to an increase in demand - 9Response to the client: A research proposal includesBackground, rationale for research and statement of ‘Problem’
Objectives and deliverables
Approach and Method
Reporting and presentation procedures
Timing and cost
Risk analysis
Project management - 10Quant. v. Qual.
- 11Sources of informationPrimary data: Collected for the specific marketing research problem
Secondary data (also known as ‘desk research’): Data originally collected for another purpose
Very useful:
- At early stages of a project e.g. helping with problem definition, research design, planning
- At her stages e.g. providing a context for interpretation of primary data
(Secondary data limitations:
Secondary Data Limitations:
Availability - Applicability - Accuracy - Comparability )
Información
- Descripción
- International Marketing Research Fichas sobre Introduction , creado por Abigail Cullis el 28/07/2016.
- Creado por
- Abigail Cullis
- Visitas
- 0
- Valoración
Más sobre Market Research Process