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Week 1: Introduction to Marketing Research - Coggle Diagram
Week 1: Introduction to Marketing Research
Marketing Research
systematic and objective of
analysis
dissemination
collection
and use of information
identification
Problem- identification
Research: Market potential, market share, market characteristics, sales analysis, forecasting, business trends
Problem- solving
Research: Segmentation and 4Ps
customer
attitudes
: satisfaction, brand perception, loyalty
customer
behaviors
: purchase frequency, spending/ shopping, media viewing habits
better understand customer attitudes and behaviors
Examples: p27 - 30
Marketing research process
Step 3: Formulating a Research Design
Step 4: Doing Field work or Collecting data
Step 2: Defining
Approach
to the problem
Step 5: Preparing and
Analyzing
data
Step 1: Defining the problem
Step 6: Preparing and
Presenting
the Report
Step 1:
Defining the problem
Management Decision Problem (
MDP
)
vaguely defined problem
faced by managers
Examples: p37 - 39
Characteristics (
p.40
)
Marketing Research Problem (
MRP
)
well- defined, well- articulated and solvable problem
for marketing research specialists
identifying the
main underlying issues
and its
key determinants of drivers
(example: p.42)
Structurally MRP
Overarching statement
: A
board summary
of your overall research goal
Specific components
: different types of
determinants/ drivers
of the focal issue
examples:
page 44 - 46
Characteristics:
page 47
formulate MRP:
page 48
turning from
MDP
to
MRP
The process
: defining the problem and developing an approach (
p.41
)