MKTG 649 - MKTG649 Chapter6MarketResearch KonicaMinolta

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MKTG 649 09/02/2012 13:01:00 Chapter 6 – Market Research Konica Minolta     Review health and growth of economy and the competitors located within the  area – Xerox, Cannon, Sharp (Hypothesis) Find primary target market and options for selecting new, and possibly more  profitable market Review progress of sales team responsible for product Issues of Quantitative Research Surveys, Panels, Objective sales data, Experiments o Internal validity Are we asking the right questions, to the right people to provide  answers in relation to our market potential Make sure to answer applicable question Consistency within measurement  o Reliability Similar results throughout repetition o External validity Creating sample that represents entire population Securing Qualitative Research Focus Groups One-on-One Blogs and Wikis Projective Techniques
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MKTG 649 - MKTG649 Chapter6MarketResearch KonicaMinolta

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