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Marketing Research - Coggle Diagram

- - - - Time Savings
      - Inexpensive
    - - Out-of-date
      - Definitions/Categories Not Right
      - Not specific enough
    - - Inputs
      - Outcomes
    - - Census Reports
      - Trade Associations
      - Business Periodicals
      - Internet-Based reports
- - - - Implementing the research plan - collecting and analysing data
        
        Interpreting and reorting the findings
        
        Presented in
        
        line graphs
        
        Pie charts
        
        histograms
        
        bar graphs
        
        frequency polygon
      - Descriptive
        
        Descriptive Research
        Describe things, markets, market potential for a product, demographics, consumers' attitudes, environment, competition.
        
        Data Collection Methods:
        
        Observations
        
        Personal-administered surveys
        
        Telephone Surveys
        
        Online Surveys
      - Causal
        
        Casual Research
        Tries to determine the extent to which the change in one factor changes another one. Test hypotheses about cause-and-effect relationships.
        
        Data Collection Method:
        
        Experiments
      - Exploratory
        
        Explatory Research
        Provides Ideas about a relatively vague issue. This preliminary information also helps suggest hypothesis.
        
        Data Collection Methods:
        
        In-depth Interviews
        
        Focus Group Discussion
      - Planning Primary Data Collection
        
        Data Collection Method
        
        Observational Research
        
        Questionaire/Survey Research
        
        Experimental Research
        
        Contact Methods:
        
        Contact Methods 1
        
        Mail
        
        Telephone
        
        Face-to-face interviews/ Focus Group interviews
        
        Online
        
        Contact Methods 2
        
        Online Marketing Research
        
        Internet: Important tool for conducting research and developing customer insights
        
        Traditional Marketing research: Provides more logical consumer responses to structured and intrusive research questions.
        
        Contact Methods 3
        
        Online Marketing Research
        
        Online Behavioural and Social Tracking and Targeting
        
        Web Analytics and targetting takes online eavesdropping even further, from behavioural targetting to social targetting.
        
        Sampling Plan
        
        Segment of population selected to represent the population as a whole. For most surveys, a sample will be used.
        
        Sampling Plan Decisions
        
        Who? (Sample Unit)
        
        How many? (Sample Size)
        
        How should the people be chosen? (Sampling Procedure)
        
        Two type of Samples:
        
        Probability Sample
        
        Non-probability Sample
        
        Research Instruments
        
        Mechanical Devices
        
        Check Out scanners
        
        people meters
        
        neuromarketing methods
        
        Questionaires
        
        Phones
        
        Online
        
        In person
        
        Types of questionaires
        
        Semantic Differntial
        
        Dichotomous
        
        Likert Scale
        
        Open ended
        
        Close ended pr multiple choice
    - - Time
      - Money