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Marketing Management Lecture #4 (Marketing research plan: image…
Marketing Management
Lecture #4
Marketing Environment
Microenvironment
Company
Suppliers
Customers
Marketing intermediaries
competitors
Publics
Financial publics
Media publics
government publics
Macroenvironment
Demographic environment
Economic environment
natural environment
Technological environment
Political environment
Developing marketing information
Marketing intelligence
systematic collection of publicly available infos
marketing research
systematic design, collection and analysis for specif marketing situation
Internal Data
existing data, cheap to gather in company
marketing research
reporting of data and findings
goal: to answer sepcific marketing situations
systematic design, collection and analysis
Data
primary: gathered for specific research plan
secondary: already existing data
Marketing research plan:
gathering secondary data
primary data colection
developing research plan
contacting methods
defining problem
online marekting research
sampling plan
Who is going to be surveyed
How many people should be surveyed?
How should the people be chosen for sample plan?
quantitive vs qualitative
qualitative
verbal data
small samples
interviews
quantitative
numerical data
large samples
structured questionaire
