ch3 - BUSI 1004 Marketing Instructor: QIU Cheng What is...

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Managing Marketing Information 3 BUSI 1004 Marketing Instructor: QIU Cheng 2 Marketing research is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization. What is Marketing Research 3 1. Defining the problem and research objectives 2. Developing the research plan The Marketing Research Process 4 Suppose your company… introduced a new sports drink but the sales are not as good as expected. You want to do some research about this situation. What do you plan to do?
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5 Suppose your company… You find that your target customers are hardly aware of the existence of the new product… 6 Suppose your company… You plan to launch a new advertisement and need to choose between two potential celebrity endorsers… 7 b Exploratory research is the gathering of preliminary information that will help to define the problem and suggest hypotheses. b Descriptive research is to describe things such as the demographics, attitudes, and behaviors of consumers. b Causal research is to test hypotheses about cause-and-effect relationships. s Temporal precedence: cause before effect s Covariation of cause and effect s No plausible alternative explanations 1. Defining the Problem and Research Objectives 8 The research plan outlines: b The exact information needed b Sources of data b Research approaches b Contact methods b Sampling plans b Instruments 2. Developing the Research Plan
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9 2. Developing the Research Plan Secondary Data Inside the Firm Outside the Firm Primary Data Sources Of Data Secondary data consists of information that already exists somewhere, having been collected for another purpose. s Internal database s Industry associations, government agencies, chambers of commerce, business publications, news, marketing research companies (e.g., ACNielsen), online databases 10 2. Developing the Research Plan Secondary Data Observational
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This note was uploaded on 02/22/2010 for the course FBE BUSI1004 taught by Professor Qiu. during the Winter '09 term at HKU.

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ch3 - BUSI 1004 Marketing Instructor: QIU Cheng What is...

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