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Market Research (MarketING Research) (Information Types (Behavioral,…
Market Research (MarketING Research)
Why?
Customer Requirements
Competitive Forces
Market Trends
Strategic windows
Purpose
What are organisations Goals
What Information is need to achieve Goals
What Research is needed
Who will use and How
Did we achieve our intentions
Information Types
Behavioral
Attitudinal
Product Dev
Policy Development / Depoyment
Public Consultation
Communications
Public Relations
Market Measurement
Data Types
Organisation Records
Internal Quantative
Sales Data
Complaints Records
loyalty scheme data
Website hits
Accounting data
Marketing Research
Primary
Quantitative
Survey Data
Observation Data
Experimental Data
Diary data
Tracking data
Qualitative
Interviews
Focus groups
Projective Techniques
Diary Data
Accompanied Shop
Secondary Quant and Qualitative
Data from another project
3rd party research on customer behaviour
Marketing Intelligence
External
Websites / Forums
Observations
New articles / reviews
Trade publications
Books and Periodicals
Ethics
Small Business
Non Profit