Chapter5.MARKET RESEARCH- Pham khac Thong, MBA 1
Chapter 5
ANALYSIS OF MARKET OPPORTUNITIES
Marketing Research
ANALYSIS OF MARKET OPPORTUNITIES
Marketing Research
Warm up:
Do you agree with the following statement:’
To manage a business well is to manage the future, and
to manage the future is to manage information?
Many managers receive too much information. How
can organizations ensure that the right information
gets to the right people at the right time?
2
Chapter5.MARKET RESEARCH- Pham khac Thong, MBA
Chapter5.MARKET RESEARCH- Pham khac Thong, MBA 3
•Comment cards
•Registration-membership
•Disguised/mystery shoppers
•Company records
•Exit interviews
•Follow up phone calls
Customer Information
Chapter5.MARKET RESEARCH- Pham khac Thong, MBA 4
The Marketing Research Process
Defining the
problem and
research
objectives
Developing the
research plan
for collecting
information
Implementing
the research
plan -- collecting
and analyzing
the data
Interpreting
and reporting
the findings
Chapter5.MARKET RESEARCH- Pham khac Thong, MBA 5
Marketing Research Process
Step 1. Defining the Problem &
Research Objectives
Exploratory
Research
Descriptive
Research
Causal
Research •Test hypotheses about cause-
and-effect relationships.
•Gathers preliminary information
that will help define the problem
and suggest hypotheses.
•Describes things as market
potential for a product or the
demographics and consumers’
attitudes.