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MARKETING RESEARCH, What to do - Coggle Diagram

- - - - Gaining information of what consumers need and want
- - - - Management must make the choice to resolve the issue
        
        Common obstacles to implementing solutions: Time and Money issues
      - What is the problem
        
        What is the info one requires?
        
        How will the info be procured?
        
        What is the budget?
- - - - 3 Types of marketing design
        
        Exploratory
        
        Definition: Provides ideas about vague issues
        
        Data Collection Method: In-depth interviews and focus group discussions
        
        Descriptive
        
        Definition: Describes market potential for an item, markets, customer preferences, the environment
        
        Data Collection Method: Observations, telephone surveys, online surveys
        
        Causal
        
        Definition: Test hypotheses about cause-and-effect relationships
        
        Data Collection Method: Experiments are used
    - - Time-saving
      - Cheap
    - - Not specific enough to the project
      - Not up to date
  - - - Observational research
        
        E.g. Social listening, people watching
      - Survey/Questionnaire research
        
        E.g. focus-group interviews and asking people interviews
      - Experimental research
    - - Gathering Primary Data
        
        Contact Method 1
        
        Telephone
        
        Face-to-face Interviews
        
        Online
        
        Mail
        
        Contact Method 2
        
        Online Marketing
        
        Online Behavioural and Social Tracking and Targeting
        
        Web Analytics, Behavioural Targeting to Social Targeting
        
        Strengths and Weaknesses of Contact Methods
    - - Steps of Sampling Plan
        
        Who is to be surveyed?
        
        How many people should be surveyed?
        
        How should the people be chosen?
      - 2 Types of Samples
        
        Probability Sample
        
        Non-probability Sample
    - - Mechanical Instruments
      - Questionnaires