Download Snímek 1

Tutorial: Business Academy
Topic: Marketing research
Prepared by: Ing. Adéla Hrabcová
Projekt Anglicky v odborných předmětech, CZ.1.07/1.3.09/04.0002
je spolufinancován Evropským sociálním fondem a státním rozpočtem České republiky.
Presents activities by means of which factory
(or other authorised organisation) gains
information about the basic characteristics
of a particular market.
METHODS OF GAINING
INFORMATION
PRIMARY
-Questionings
-Watching
-Panel
-Experiment
SECONDARY
-Internal
-External
Questionings = information acquisition
based on the direct or indirect contact with
the respondent (interviewed).
The base lies in communication between
the researcher (interviewer) and the
interviewed.
This communication can be either direct or
indirect.
Direct questionings= interview, personal dialogue,
„face to face" communication. The
advantage is a quick response; as the
disadvantage are considered high
costs and also it is more time demanding.
Indirect questionings= questionnaire (disadvantage
is a lower return rate), telephone interview (often
seen as privacy interruption, the call needs
to be timed correctly), email interview
(disadvantage again a lower return rate,
advantage is low costs and fastness).
Principles of correct questioning
The results of questioning depend on the selection,
number and quality of the questions. The basic
principles are:
the education of the interviewed)
-
needed)
(to consider e.g.
(meaning: no further explanation
-
(must not restrain)
Watching
Watching is an aimed observation and noticing of a
specific event or process without the observer‘s
(=person processing the observation)
interruption.
Watching can be:
Evidential – the observer is present
Hidden –the observer is not present,
e.g. so that does not disturb the process (e.g.
watching by camera)
This term is used for respondents who are asked
repeatedly in order to get the information needed.
This can be for example a stable sample of loyal
company‘s consumers who are asked certain
questions.
In the company there can be more panels; often we
have a panel of suppliers, consumers….
Experiment
Is aimed for events which are going to
happen or are likely to happen.
The experiment can be performed:
• in a laboratory - simulated conditions
• in a field– natural conditions
Example: Experiment in natural conditions can
be used e.g. when finding out the impact of any
new advert when changing the packaging …
Secondary information finding
It is based on the fact that many institutions or
company units have already processed some
information. These data are then further
(secondary) used also for a marketing research.
Type of information:
a) Internal = information is gained inside the
company, e.g. from accounting, various
reports …
b) External = information is gained from the
neighbourhood, e.g. press, stats …
EXERCISE
Figure out the method of information gaining:
1. Watching plate numbers of cars arriving to the
supermarket
Primary, watching
2. Test sales of a new product to the selected
consumers
Primary, experiment
3. Information about the costs and revenues gained
from the company‘s accounting
Secondary, internal
A group of consumers, that are sent on a regular
basis questionnaires is called panel.
Experiment can be held in
laboratory or field conditions.
Information gained from stats can be called
secondary, external.
Watching can be evidential or hidden.
Questionnaire or telephone interview belongs to
questioning indirect.



KOTÍKOVÁ, H., ZLÁMAL, J.: Základy marketingu. 1. vydání. Olomouc: Univerzita
Palackého v Olomouci, 2006. ISBN 80-244-1489-9.
KOTLER, P.: Marketing, management. 12. vydání. Praha: Grada, 2007. ISBN 97880-247-1359-5.
MOUDRÝ, M. Základy marketingu. Computer Media, 2008. ISBN 978-80-74020025-5.