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Marketing nghiên cứu thị trường phần 7

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Nội dung Text: Marketing nghiên cứu thị trường phần 7

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.”
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 Sampling Techniques Sampling Population Census Collection of data Collection Total group that the Total from all possible researcher wants to sources in a study population or universe
The Marketing Research Process Sampling Techniques Sampling Probability Sample Sampling techniques where respondents have a known (nonzero) chance of being chosen being
The Marketing Research Process Sampling Techniques Sampling Probability Sample Probability sample Simple Random Simple where researchers Sample Sample choose respondents from a complete list of the population of
The Marketing Research Process Sampling Techniques Sampling Probability Sample Probability sample where researchers Simple Random Simple divide the complete Sample Sample population list into groups and then use Stratified Sample single random sampling techniques on the subgroups on

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