MARKETING RESEARCH VIEWGRAPHS

MARKETING RESEARCH VIEWGRAPHS - 2. SURVEYS IN PERSON,...

Info iconThis preview shows pages 1–8. Sign up to view the full content.

View Full Document Right Arrow Icon
MARKETING RESEARCH: PROCESS OF COLLECTING AND USING INFORMATION FOR MARKETING DECISION MAKING PURPOSE OF RESEARCH: THE PURPOSE IS TO HELP US MAKE DECISIONS, NOT LET THE DATA MAKE DECISIONS FOR US TWO TYPES OF RESEARCH DATA: 1. PRIMARY 2. SECONDARY
Background image of page 1

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

View Full DocumentRight Arrow Icon
DO IT YOURSELF? DO SOME OF IT YOURSELF? OUTSOURCE IT? TWO VARIABLES THAT IMPACT THOSE QUESTIONS ARE: 1. COST 2. CAPABILITY
Background image of page 2
STEPS IN THE MARKETING RESEARCH PROCESS: 1. DEFINE THE OPPORTUNITY OR PROBLEM 2. CONDUCT EXPLORATORY RESEARCH 3. FORMULATE A HYPOTHESIS 4. CREATE THE RESEARCH DESIGN 5. COLLECT THE DATA 6. INTEPRET AND PRESENT THE DATA
Background image of page 3

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

View Full DocumentRight Arrow Icon
PRIMARY RESEARCH METHODS: 1. OBSERVATIONS VIDEO, TRAVEL WITH SALESPEOPLE, TECHNOLOGY
Background image of page 4
Background image of page 5

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

View Full DocumentRight Arrow Icon
Background image of page 6
Background image of page 7

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

View Full DocumentRight Arrow Icon
Background image of page 8
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: 2. SURVEYS IN PERSON, TELEPHONE, FOCUS GROUPS, MAIL, FAX ON-LINE, CUSTOMER INPUT 3. EXPERIMENTAL MARKET TEST RESEARCH INPUT GOES INTO A SYSTEM CALLED A MARKETING INFORMATION SYSTEM (MIS) APPLY SOFTWARE TO THE MIS AMD YOU GET A MARKETING DECISION SUPPORT SYSTEM (MDSS) THEN YOU CAN DEVELOP. SIMULATIONS MODELING GRAPHICS GENERAL WHAT IF SCENARIOS NOW YOU HAVE DATA TO HELP YOU MAKE MARKETING DECISIONS SAMPLING FROM A UNIVERSE OR POPULATION: TWO TYPES: 1. PROBABILITY 2. NON-PROBABILITY (QUALITATIVE AND QUANTITATIVE) GLOBAL RESEARCH: NEEDS TO BE DONE PRINCIPLES STILL APPLY IMPLEMENTATION IS DIFFICULT...
View Full Document

Page1 / 8

MARKETING RESEARCH VIEWGRAPHS - 2. SURVEYS IN PERSON,...

This preview shows document pages 1 - 8. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online