Upload
nadine-dafrawy
View
1.241
Download
2
Tags:
Embed Size (px)
DESCRIPTION
Market Research
Citation preview
Session (7)Session (7)
[Our Last Session [Our Last Session ]]
Dr. Mohamed Selim Dr. Mohamed Selim
Market ResearchMarket Research
It is a It is a systematic systematic and and objectiveobjective collection and analysis of data collection and analysis of data about any aspect pertaining to about any aspect pertaining to the market, organization, or the market, organization, or
product/service.product/service.
What’s the whole point of What’s the whole point of a marketing research?a marketing research?
ObjectivesObjectives Gaining customer insight Gaining customer insight
(customer needs, decision models, (customer needs, decision models, behaviors)behaviors)
Market attractiveness evaluationMarket attractiveness evaluation
(market size, competitors)(market size, competitors)
Communication planningCommunication planning
(What information sources do prospective (What information sources do prospective customers pay attention to?) customers pay attention to?)
The Scramble GameThe Scramble Game
The Research ProcessThe Research Process1)1) Defining the problemDefining the problem
2)2) Identifying the research question Identifying the research question
3)3) Choosing the Choosing the *research methodology*research methodology
4)4) Conducting the researchConducting the research
5)5) Analyzing the dataAnalyzing the data
6)6) Presenting the data Presenting the data
7)7) Recommendation and peer reviewRecommendation and peer review
Research Research MethodologiesMethodologies
Primary ResearchPrimary Research
Getting Getting original dataoriginal data directly about directly about product and market. It is conducted product and market. It is conducted
from from scratch.scratch.
Secondary ResearchSecondary Research
Pre-existingPre-existing research collected by research collected by another company and/or organization.another company and/or organization.
IntervieInterviewsws
Focus Focus GroupsGroups
SurveysSurveys
Case Case StudyStudy
ObservatiObservationsons
InternetInternetPeriodicPeriodic
alsals
Marketing Marketing ReportsReports
Primary Primary SecondarySecondary
Interviews Case-Study
Survey Periodicals
Observations Marketing Reports
Focus Groups Internet
Which research method is Which research method is a better model?a better model?
Quantitative VS. Quantitative VS. QualitativeQualitative
http://www.youtube.com/watch?v=WDo7jwikqqI