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Marketing research is
the systematic design, collection, analysis
and reporting of data and findings
relevant to a specific marketing situation
facing the company
Collect information
Make
Analyze information decision
Present findings
þ
°ata Research
Sources Approach
Research Sampling
Instruments Plan
Contact
Methods
Secondary data
± Are data that are collected for another
purpose and already exist somewhere
Primary data
± Are data freshly gathered for specific purpose
or for a specific research project
Survey research
Behavioural data
Experimental research
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Shoppers need a landing strip
Mechanical devices
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oingfisher Airlines
Large ««««««««««««...«««««.Small
Experienced«««««««.««««.Inexperienced
Modern«««««««««..««««.Old-fashioned
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Sampling unit
± Who is to be surveyed?
Sample size
± ´ow many people should be surveyed?
Sampling procedure
± ´ow should the respondents be chosen?
!
Mail questionnaire
Telephone interview
Personal interview
± Arranged interviews
± Intercept interviews
Online interview
!
This involves:
± Tabulating data
± °eveloping frequency distributions
± Using advanced statistical techniques and
decision models
> "
External Internal
Awareness Awareness of goals
Market share Commitment to goals
Relative price Active support
Number of complaints Resource adequacy
Customer satisfaction Staffing levels
°istribution °esire to learn
Total number of Willingness to change
customers
Freedom to fail
Loyalty
Autonomy
Expense-
Financial
to-sales
analysis
analysis
Sales- Micro-
variance sales
analysis analysis
|
Traceable Non-traceable
°irect
common common
|
Potential Available
market market
Target Penetrated
market market
|
|
"
$
Expert opinion
Past-sales analysis
Market-test method
"