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Transcript
Chapter 1 Introduction to Marketing Research Research Examples • Reebok – “time use” research home step aerobics line • McDonald’s – redesign of restaurants – “Forever Young” look • Sony Reader • Head and Shoulders in China Scope • used by all types of organizations – small vs large – manufacturers, trade, services – policy makers, non-profit organizations • employ a variety of methods Nature of Marketing Research • Key Objective: Identification and Satisfaction of Customer Needs • Identification Process – Overall market – Segment into sub-markets – Evaluate attractiveness of each sub-market – Decide which sub-market to enter – Identify specific needs to be met – Identify any current gaps Satisfaction Process • Determine Marketing Program – what product to offer? – What to charge as price? – How to promote the product? – What distribution network to use? • Implement the Program • Evaluate implementation and take corrective actions Role of Marketing Research • Provide information to managers at each step of the process • Reduce uncertainty of decision making • Process is complicated by the following factors: – globalization of markets – increased intensity of competition – consumer sophistication Definition of Marketing Research • The systematic and objective process of identifying, collection, analysis, analysis, dissemination and use of information for the purpose of assisting management in decision making related to the identification and solution of problems and opportunities in marketing. RIP 1.1 The American Marketing Association Redefines Marketing Research -Marketing research is the function which links the consumer, customer, and public to the marketer through used to identify and define market opportunities and problems generate, refine, and evaluate marketing performance monitor marketing performance improve understanding of marketing as a process Fig 1.3 -- Management Information Systems Versus Decision Support Systems DSS MIS problems •Structured Problems •Unstructured Problems •Use of Reports •Use of Models •Rigid Structure •User Friendly Interaction •Information Displaying •Adaptability Restricted •Can Improve Decision •Can Improve Decision Making by Making by Using “What if” Clarifying Data Analysis MIS • a formalized set of procedures for generating, analyzing, storing, and distributing information to marketing decision makers on an ongoing basis • based on decision-makers’ needs • periodic dissemination of reports • user removed from processor • inflexible, not timely, not in right form DSS • an information system which enables decision makers to interact directly with both databases and analysis models • individualized and in real time • adaptable to current requirements of user • user-friendly RESARCH SUPPLIERS INTERNAL FULL SERVICE Syndicate Services Standardized Texts Internet Services Customize d Services EXTERNAL LIMITED SERVICE Branded Products and Services Field Services Coding and Data Entry Services Analytical Services Data Analysis Services Research Suppliers • full service vs limited service • full service suppliers – syndicated services – standardized services – customized services – Internet services Limited Service Suppliers • Field services • Coding and data entry • Analytical services • Data analysis • Branded marketing research Process: Step 1--Problem Definition • specify the domain of the study • managerial and research questions • variety of exploratory techniques – discussion with decision makers – interviews with industry experts – analysis of secondary data – qualitative customer research Step 2: Research Design • project framework • details the procedures that will be used for obtaining the required information – methods for collecting data – specification of target population – sampling details – questionnaire design – analytical procedures Step 3: Field Work • selection, training, supervision of the field force • collect the data Step 4: Data Preparation and Analysis • Editing - inspection of questionnaire for accuracy • • • • • of data Coding - translating responses into numbers Transcription - entering data into the computer Verification - check for the accuracy of transcription Tabulating - preliminary analysis of data Analysis - to address the managerial question Step 5: Report Preparation and Presentation • written and oral form • executive summary • avoid technical discussion in the body • use graphics