MGMT_632_Primary_Reserach

MGMT_632_Primary_Reserach - Click to edit Master subtitle...

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Mays Business School Copyright 2010: Mr. Brett Cornwell Click to edit Master subtitle style Primary Qualitative Market Research Methods
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Mays Business School 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
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Mays Business School 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
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Mays Business School 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
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Mays Business School 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
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Mays Business School 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
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Mays Business School 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
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Mays Business School 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
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Mays Business School Copyright 2010: Mr. Brett Cornwell
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This note was uploaded on 05/01/2011 for the course MGMT 689 taught by Professor Staff during the Spring '08 term at Texas A&M.

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MGMT_632_Primary_Reserach - Click to edit Master subtitle...

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