{[ promptMessage ]}

Bookmark it

{[ promptMessage ]}

MGMT_632_Primary_Reserach

MGMT_632_Primary_Reserach - Click to edit Master subtitle...

Info icon This preview shows pages 1–10. Sign up to view the full content.

View Full Document Right Arrow Icon
Mays Business School Texas A&M University System Copyright 2010: Mr. Brett Cornwell Click to edit Master subtitle style Primary Qualitative Market Research Methods
Image of page 1

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Mays Business School Texas A&M University System Copyright 2010: Mr. Brett Cornwell Gathering Information § Primary Research Internal Primary Research External Primary Research § Secondary Data Collection Internal Sources External Private Sources External Government Sources
Image of page 2
Mays Business School Texas A&M University System Copyright 2010: Mr. Brett Cornwell Primary Market Research § Creates data through interviews and other direct feedback mechanisms § Addresses the specific technology and information needs § Relies on the skill of the interviewer or questionnaire design § Delivers real-time feedback to the researcher
Image of page 3

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Mays Business School Texas A&M University System Copyright 2010: Mr. Brett Cornwell Listen to the Voice of the Customer § Understand what is really important § Understand customer motivations § Understand the buying cycle and how decisions are made § Provide a sanity check to the internal perceptions of the technology
Image of page 4
Mays Business School Texas A&M University System Copyright 2010: Mr. Brett Cornwell Getting Feedback on Benefits § Expected level of quality of the product § Linear performance quality - the more the better § Exciter qualities can be the real sellers may not be the obvious ones to the technology developer may become expected qualities over time
Image of page 5

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Mays Business School Texas A&M University System Copyright 2010: Mr. Brett Cornwell Internal Primary Sources § Interview the inventor § Brainstorm with other internal technical experts § Brainstorm with the sales staff that have direct interaction with customers § Beta test the technology with internal customers
Image of page 6
Mays Business School Texas A&M University System Copyright 2010: Mr. Brett Cornwell Internal Primary Research § Benefits Interviewees have a keen understanding of the technology and its possibilities Research is fast and inexpensive Researcher gains an understanding of how the technology fits into the internal goals and product mix § Drawbacks Can be myopic and rely on unfounded market assumptions
Image of page 7

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Mays Business School Texas A&M University System Copyright 2010: Mr. Brett Cornwell External Primary Sources § Collecting data directly from the marketplace through: Phone Surveys Mail Surveys E-mail and Newsgroups Focus Groups In-depth Customer Interviews
Image of page 8
Mays Business School Texas A&M University System Copyright 2010: Mr. Brett Cornwell In-Depth Interview Advantages §
Image of page 9

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Image of page 10
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern