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Reading 3: marketing research (insight (behavioural, attitudinal, product…
Reading 3: marketing research
insight
behavioural
attitudinal
product development
policy devel, implementation, evaluation
public consultation
communications
public relations
market measurement
role
function
links: consumer, customer, pulic to marketer
MR specifies:
info req'd to address issues
design info collection method
manage & implement collection process
analyse results
communicates findings & their implications
info
use: ID and define marketing opps & problems
info links entities
bibs
Dibb et al., 2016
Jobber and Ellis-Chadwick, 2013
Kotler and Armstrong, 2016
Incorporated Society of British Advertisers - ISBC, 2011, pp. 9-10
ISBC, 2011, p. 8 (for MR definition)
Business planning cycle (start): :question:
strategic corporate goals: what are they :question:
what info is needed to achieve them :question:
what research is needed to deliver info :question:
who will use it & how :question:
did the info make a difference :question:
process :recycle:
refine
collect
explore
analyse & interpret
plan
report
data collection types
ORGANISATIONAL RECORDS (internal)
quantatative (mostly)
sales data
complaints
loyalty scheme data
website usage data
accounting records
MARKETING RESEARCH
PRIMARY
quantitative
experimental data
diary data (numerical)
tracking data
observation data
survey data
qualitative
interview data
focus group data
projective techniques data
diary data (textual)
accompanied shop
SECONDARY (quant & qual)
cust research on a another project
research on cust behaviour patterns
MARKETING INTELLIGENCE
external (quan & qual)
websites and forums
observation
news, articles & reviews
trade publications
books and periodicals
data types
quantitative
numerical or converted to numerical
cust service ratings, type of brochure requested
represent a market segment
able to be analysed statistically
qualitative
textual or verbal (explanatory)
teaches about cust attitudes, feelings, decision maing and motivations (ISBA, 2011)
small business & non-profit
carefully design small scale research
account for/recognise bias (potential or real)
ethics & market research
data safeguarding
protect users from harm
appropriate application of data
unscrupulous behaviours
data use
data gathering (qus)