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Marketing Research, are, is the, examples, examples, consists of - Coggle…
Marketing Research
Consumer Insights
Process of discovering consumers' needs and wants.
Obtained from market research.
https://www.straitstimes.com/business/property/private-housing-supply-cut-due-to-covid-19-fallout
Gathering Primary and Secondary Data
Primary Data
Facts and figures newly collected for a project
Secondary Data
Facts and figures created before a project
Advantages
Saves Time
Inexpensive
Disadvantages
Out-of-date
Not specific enough
Definitions/Categories are not right
Types of Secondary Data
Internal
Inputs
Budgets and expenses
Outcomes
Actual sales, customer orders
External
Census Reports
Trade Associations
Business Periodicals
Internet-based reports
https://www.straitstimes.com/politics/census-of-population-gets-underway
Policy and Ethics in Marketing Research
Intrusions on Consumer Privacy
https://www.straitstimes.com/world/united-states/youtube-under-federal-investigation-over-allegations-it-violates-childrens
Misuse of Research Findings
Marketing Research Process
Defining the problem and research objectives
Developing the research plan for collecting data
Implementing the research plan
Interpreting and reporting findings
Drawing conclusions and reports
Results should be tabulated, statistical data can be represented graphically.
Collecting and analyzing data
3 types of research design
Exploratory
Data collection methods: In-depth
interviews and focus group discussions.
Descriptive
Data collection methods: Observations and online surveys etc.
Casual
Data collection method: Experiments
Data Collection Methods for Primary Data
Contact Methods for Gathering Primary Data
Sampling Plan for Primary Data
Research Instruments for Primary Data
Mechanical Instruments
Questionnaires
Multiple Choice Questions
Open-ended Questions
Dichotomous Questions
Semantic Differential Questions
Likert Scale Questions
Types of Samples
Probability Sample
Simple random saple
Stratified random sample
Cluster sample
Non-probability Sample
Convenience sample
Judgement sample
Quota sample
Mail
Telephone
Face to Face/Focus Group interviews
Online
Observational research
Questionnaire/Survey research
Experimental research
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