[Kinh Tế Học] Market Research - Nghiên cứu thị trường Phần 8

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Nội dung Text: [Kinh Tế Học] Market Research - Nghiên cứu thị trường Phần 8

The Marketing Research Process Problem Definition Problem Well defined problems are half solved solved Help set research objectives Help define data collection process process
The Marketing Research Process Exploratory Research Exploratory Helps gain understanding of the research question research Aids in understanding the cause(s) of cause(s of the problem the Discuss the problem with informed sources - customers, suppliers, etc. Analyze internal records and data Analyze
The Marketing Research Process The Define the problem Define Research design Research Feedback Data collection Data Analysis, interpretation and presentation and
The Marketing Research Process Research Design Research Master plan for research Master Identifies the need for primary versus secondary data versus
The Marketing Research Process Research Design Research Primary Data Secondary Data Information or statistics collected for the first time during a Previously published marketing research data data study study
The Marketing Research Process Sources of Primary Data Sources Observation Survey Method Method Observational studies Telephone interviews Telephone are conducted by Mail surveys Mail actually viewing Personal interviews Personal objects, events, Focus group and/or a person’s and/or interviews interviews behavior behavior
The Marketing Research Process Sources of Primary Data Sources Experimental Method In experiments the researcher manipulates one or more of the marketing mix variables and compares the effect on the experimental group to a control group that did not receive the manipulation receive
The Marketing Research Process Sources of Secondary Data Sources Internal Data Government Data Census of Population Census Includes sales Census of Housing Census analysis reports, Census of Business Census financial performance Census of reports, cost analysis, Manufacturers Manufacturers product profit/loss Census of Agriculture Census statements, etc. statements, Census of Minerals Census Census of Governments Governments
The Marketing Research Process Sources of Secondary Data Sources Research Firm Data Many private organizations Many provide information for the marketing executive e.g. trade associations, advertising agencies, “Survey of Buying Power.”