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Marketing nghiên cứu thị trường phần 4

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Nội dung Text: Marketing nghiên cứu thị trường phần 4

Research Process Research Problem Recognition Define Problem Secondary Research Quick Primary Research Primary Research Analyze Information Present Findings
Consumer Research Consumer Qualitative observation research Qualitative Customer visits in business-to- Customer business marketing Focus group research Focus Electronic observational research Electronic Decision support systems Decision Consumer survey research Consumer Secondary data analysis Secondary
Consumer Research Qualitative Observation Research Qualitative Voice of the customer Voice Hands-on consumer Hands research Motivational research Motivational
Consumer Research Qualitative Observation Research Qualitative Voice of the customer Voice Expression of the preferences, Hands-on consumer Hands on opinions and research research motivations of the customer Motivational research Motivational
Consumer Research Qualitative Observation Research Qualitative Voice of the customer Voice Conducted by direct observation by managers of the Hands-on consumer Hands on way current research research customers use specific products and brands and Motivational research Motivational
Consumer Research Qualitative Observation Research Qualitative Voice of the customer Voice Research method directed at discovering the Hands-on consumer Hands on conscious or research research subconscious reason that motivates a Motivational research Motivational person’s behavior person
Consumer Research Customer Visits in Customer Business-to-Business Marketing Business-to-Business
Consumer Research Focus Group Research Focus A focus group is a carefully recruited group of Six to twelve people who participate in a free wheeling, free One to two hour discussion that focuses on a particular Subject, such as product usage, shopping habits, etc. shopping
Consumer Research Electronic Observational Research Electronic Bar-coding and Bar coding scanning scanning
Consumer Research Decision Support Systems Decision A decision support system (DSS) is a set of computer (DSS) Software programs that help managers managers Make marketing mix decisions. Make
Consumer Research Decision Support Systems Decision Customer sends in Record is added to warranty card, enters database using sweepstakes, etc. database Permission is given to to management record and use software (e.g., information for direct Microsoft Access) marketing 3 2 Target segment is specified and deep- Database elements segmentation statistical 1 4 are specified (name, analysis identifies address, hobbies, hobbies, interest, usage etc.) The source of situation, and record and data are 5 6 promotion preferences added Most appealing direct- Database is marketing campaign updated, recording is designed to response of promote most customer to appealing products campaign and features to target segment

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