Please enable JavaScript.

Coggle requires JavaScript to display documents.

Marketing research - Coggle Diagram

- - - - Apple
        
        *Supported by http://bit.do/Apple-using-marketing-research
        
        Where
        
        Apple Customer Pulse was introduced to gather market research from selected customers through surveys
        
        Company able to find out what customers wants and make those wants to reality.
- - - - Where
        
        Marketing manager make decision on which information is needed to solve problems
        
        Marketing researcher to obtain information needed for decision making
      - Research objectives
        
        are
        
        information needed to support decision making
        
        can
        
        guide activities of research
      - research plan
        
        Steps
        
        1. Marketing problem
        
        2. What information do we need?
        
        3. How will it be obtained?
        
        4. What is the budget?
        
        outline
        
        sources of existing data
        
        spells out speciffic research aproaches
        
        contact methods
        
        sampling plans
        
        Instrument used to gather new data
      - Constraits
        
        Limited information provided/ available
        
        High cost in obtaining, processing, storing and delivering information
        
        Time
  - - - Descriptive
        
        Describe
        
        Competition
        
        Things
        
        Market
        
        Market potential
        
        Demographics
        
        Consumer's attitude
        
        Environment
        
        Data collection methods
        
        Online surveys
        
        Face to face survey to ask them reasons
      - Casual
        
        Can
        
        determine how the change in one factor changes another one
        
        tests hypotheses about cause-and-effect relationships
        
        Data collection methods
        
        Experiment
      - Exploratory
        
        Data collection methods
        
        Focus group discussion
        
        In-depth interviews
        
        Helps
        
        Provide ideas about vague problem
        
        Suggest hypothesis
      - Gathering Primary and Secondary data
        
        Secondary data
        
        Disadvantages
        
        not relevant so it do not fit project needs
        
        Data not objectively collected so information is not specific enough
        
        Out of date
        
        Advantages
        
        More detailed
        
        Time saving
        
        Inexpensive
        
        Categories
        
        External secondary data
        
        Example
        
        Trade associations
        
        Internet-based reports
        
        Internal secondary data
        
        Example
        
        Customers orders
        
        Budgets
        
        Are
        
        Facts and figures that have been recorded before the project at hand
        
        Primary data
        
        are
        
        Facts and figures that are newly collected
        
        Time consuming to collect
        
        Less detailed
        
        More expensive
        
        Decide on
        
        Data collection methods
        
        Include
        
        Quetionaire
        
        Experimental Research
        
        1 more item...
        
        Observational research
        
        1 more item...
        
        Contact methods
        
        Include
        
        Mail surveys
        
        Online research
        
        1 more item...
        
        Sampling Plan
        
        Decision to design sample
        
        Sample size
        
        How should people be chosen
        
        Who to study
        
        Types
        
        Probability
        
        3 more items...
        
        Non-probability
        
        2 more items...
        
        where
        
        Segment of population selected to represent the whole population
        
        Research Instruments
        
        Mechanical Instruments
        
        Supported by http://bit.do/Smart-shelves
        
        1 more item...
        
        Questionaires
        
        Must
        
        1 more item...
        
        Avoid
        
        1 more item...
        
        Ways
        
        5 more items...
- - - - Involves
        
        1. Collecting information
        
        2. Processing/Analysing data to isolate important information and insight
      - To check for correct analysis
        
        Data accuracy
        
        Completeness
  - - - Present data in
        
        Graphical representations
      - Where data are
        
        Analysed
        
        Presented
        
        Classified
      - Researches have to
        
        Interpret findings from analysed data
        
        draw conclusions from analysed data