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Marketing Research (Applications for Research (Public consultation…
Marketing Research
Applications for Research
Public consultation (government thinking with public opinion)
Communications (Dialogue with stakeholders & channels)
Policy development, implementation & evaluation
Product Development (trends and habits)
Public relations (Behaviours and attitudes of target audiences, media positioning and branding)
Attitudinal (perceptions and opinions for Customer Satisfactions
Market Measurement (Sizes, composition and profile of different markets)
Behavioural (Consumer Behaviour)
Process
Refining the Research design
Main research collection
Exploratory Research
Analysis & Interpretation
Research Planning
Reporting of findings
Strategic Plans
Research needed
Who will use it, How
Information needed
Make a difference?
Corporate Goals
Marketer
Customer
Product
Consumer
Information
Organisations
People
Markets
Data Collection - 3 Principals
Marketing Research (Primary & Secondary)
Marketing Intelligence (External)
Organisational Records (Internal)