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Marketing Research, Primary Data, aids in, to identify, step 1, done by,…
Marketing Research
Marketing Research Process
Defining problem and research objective
Marketing Manager
understands which decisions needed
Researcher
How to obtain information
What information needed
link: Role of a Marketing Manager
Marketing Problem
Identify Information needed
How will it be obtained
What is the budget
developing research plan for data collection
implementing research plan - collecting and analysing data
Interpreting and reporting findings
Secondary Data
Advantages
Time Saving
Inexpensive
Disadvantages
Out-of-Date
Definitions/Categories not right
Not specific enough
Internal Secondary Data
Inputs
Outcomes
External Secondary Data
Census Reports
Trade Associations
Business Periodicals
Internet-based Reports
link: Examples of Secondary Data
Consumer Insights
Consumer needs
Consumer wants
link: Why customer's insights are so important
Research Plan
Exploratory
Functions
suggest hypothesis
provide ideas to vague problems
Data Collection Methods
in depth interviews
focus group discussions
Descriptive
Functions
things
market potential for a product
markets
demoraphics
consumers' attitudes
environment
competition
Data collection methods
Observations
Personal-administered surveys
telephone surveys
online surveys
Causal
Functions
determine extent whereby one factor changes the other
test hypothesis about cause and effect relationships
Data collection methods
experiments conducted
Social Listening
Types of Listening
Historical Data
Applications
Brand Reputation
Crisis Detection & Management
Real Time Data
Applications
Track Social media Strategy/Campaign Effectiveness/Performance
Competitive Benchmarking
Product Development
Gain Competitive Insights
Look out for key influencers / influencers management
Link: How social listening helps your business
Primary Data
Developed research Plan
Gathering Methods
Questionnaires and Surveys
Experimental Research
Observational Research
Contact Methods
Telephone
Face to face
Online
Mail
Sampling Plan
Decision making Questions
How should people be chosen?
How many people to be surveyed?
Who is to be sampled?
2 types of Samples
Probability
Non-probability
Research Instruments
Mechanical Instruments
Questionaires
Types of Questions
Open Ended
Closed Ended/Multiple choice
Dichotomous
Semantic Differential
Likert Scale
Errors when generating questions
Leading Questions
Ambiguous Questions
Unanswerable Questions
Two-questions in one
Non-exhausive Question
Non-mutually exclusive answer
link: Why you should use primary and secondary data for research
aids in
to identify
step 1
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gathered through
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describes
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