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Marketing Research (Information it can provide (Market measurement…
Marketing Research
Information it can provide
Attitudinal
behavioural
product devlt
testing new products
policy devlt
public consultation
acclimatise govt thinking with public opinion
communications
PR
help with media positioning and branding
Market measurement
Idenifty size of market
Identify composition of market
Identify profile of market
Purpose
Customer requirements
Competitive forces
Market Trends
Ability to take advantage of strategic windows
Methods
Face to face
Post
Telephone / Online
Non-direct participation
Ethics
GDPR compliance
Blurred with cold callers
Distorting instruments to manipulate results
Codes of practice are available
Types of data
Organisational records
Qunatitive
Sales data
Complaint records
Loyalty Scheme data
Website usage
Accounting records
Marketing research
Primary
Quantitive
Survey data
observation data
experimental data
Diary data
Tracking data
Qualitative
Interview data
Focus group data
Projective Techniques
Diary data
Accompanied shop
Secondary
Quantitive / Qualitative
Customer research on another project
Research on customer behaviour patterns
Marketing intelligence
External
Quantitive /Qualititive
Websites and forums
Observation
News articles and reviews
Trade publications
Books and periodicals
Questions at start of business cycle
Strategic Corporate goals
Information needed
Research needed to deliver information
Who will use it and how
Did the information make a difference
Process
Research planning
Exploratory research
Refining research design
Main research collection
Analysis and interpretation
Reporting of finding