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Marketing Research Fiona Harris (Ethics (Personal Data, Privacy, protect…
Marketing Research Fiona Harris
Roles
Function
consumer
customer and public
market research
collection and analysis of information about markets
ISBA
Strategic plans
what goals?
what information needed
What research What information
Behavioural
Attitudinal
policy Development, Implementation and evaluation
Product Development
Communications
Public Consultation
Public Relations
Market Measurement
who will use it and how
analysis, did it make a difference
Process
Key Stages
Research Planning
Exploratory research
refining the research design
main research collection
analysis
reporting
Data Collection
Organisational Records
Marketing Research
Marketing Intelligence
Quantative
Qualiative
Small Businesses
Secondary data
talk to customers
small amount of data
Ethics
Personal Data
Privacy
protect research partcipants
DPA 8 Principles