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Marketing Research (When not to conduct research (Lack of resources,…
Marketing Research
When not to conduct research
Lack of resources
Research results not actionable
Closed mind-set
Late timing re-process
Poor timing re-marketplace
Vague objectives
Cost outweighs benefit
Marketing research Process
Define problem and Set objectives
Design the research plan
Collect data
Data analysis and Interpretation
Present findings of research
Frequent technical pitfalls
Poor definition of problem
Designing the questionnaire
Sample size is small
Data collection inadequate
Types of marketing research
By source
Primary
Secondary
By methodology
Qualitative
Quantitative
By Objectives
Exploratory
Descriptive
Causal
Marketing Information system
Main steps of MIS
Assessing information needs
Developing information
Distributing and using information
Main sources
Internal company information
Marketing intelligence
Market research
Advantages
What is marketing research
Advantages of marketing research