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What is Marketing Research?
Marketing research is the systematic design, collection, analysis, and reporting of data
and findings relevant to a specific marketing situation facing the company.
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 4-2
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-3
The Marketing Research Process
Define the problem
Develop research plan
Collect information
Analyze information
Present findings
Makedecision
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 4-4
Step 1: Define the Problem
Define the problem Specify decision alternatives State research objectives
4-5
Data Sources
Internal External
Secondary Data
(Already Exists)
Primary Data
(Freshly Gathered
For A Specific Purpose)
Types of Research
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 4-6
Exploratory
Descriptive
Causal
4-7
Step 2: Develop the Research Plan
Data Sources
ContactMethods
ResearchInstruments
SamplingPlan
Research Approach
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-8
Research Approaches
ObservationObservation
Focus GroupFocus Group
SurveySurvey
Behavioral DataBehavioral Data
ExperimentationExperimentation
EthnographicEthnographic
Question Types – Likert Scale
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 4-10
Indicate your level of agreement with the following statement: Small airlines generally give better service than large ones.
Strongly disagree
Disagree
Neither agree nor disagree
Agree
Strongly agree
Sampling Plan
Sampling unit: Who is to be surveyed? Sample size: How many people should be
surveyed? Sampling procedure: How should the
respondents be chosen?
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 4-11
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-12
Contact Methods
Mail Questionnaire
TelephoneInterview
PersonalInterview
OnlineInterview
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 4-13
What are Marketing Metrics?
Marketing metrics are the set of measures that helps marketers quantify, compare, and
interpret marketing performance.
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 4-14
Table 4.4 Marketing Metrics
External Awareness Market share Relative price Number of complaints Customer satisfaction Distribution Total number of
customers Loyalty