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Marketing Research & Analysis - Coggle Diagram
Marketing Research & Analysis
MKG Information System
and MKG Intelligence
1. Internal records system
(Results data）：
Order-to-Payment Cycle
Sales Information
Databases/ Data Warehousing / Data Mining
2. Marketing intelligence system
(Happenings data):
everyday information about developments
3. Marketing research system
(problem-orentied)
Systematic
design, collection, analysis, and reporting
Relevant
specific
(Suppliers of marketing research)
Analyzing the
Macroenvironment
A
trend
and a
fad
Six major forces
in the broad environment: demographic, economic, sociocultural, natural, technological, and political-legal
The Demographic Environment:
Worldwide Population Growth
Population Age Mix
Diversity within Markets
Educational Groups
Household Patterns
The Economic Environment:
Consumer Psychology
Income Distribution
Income, Savings, Debt, and Credit
The Sociocultural Environment:
Views of ourselves, others, organizations, society, nature, universe
Core Cultural Values
Subcultures
The Natural Environment
The Technological Environment:
Accelerating pace of technological change
Unlimited opportunities for innovation
Varying R&D budgets
Increased regulation of technological change
The Political-Legal Environment:
Increased Business Legislation
Growth of Special-Interest Groups
MKG research process
1. Define the problem and objectives:
Exploratory research
Descriptive research
Causal research
2. Develop the research plan:
Data sources (primary/secondary)
Research approach
Research instrument( Questionnaires,Qualitative measures,Technological devices)
Sampling plan (unit, size, procedure)
Contact methods (mail, telephone, personal, online)
Research approaches:
Observational research (Structured, Unstructured / Disguised,Undisguised)
Focus-group research
Survey research
Behavioral data
Experimental research
3. Collect the data:
Most expensive
Most exposed to errors
Getting the right respondents is critical
4. Analyze the information:
Qualitative data (Matrix, Network)
Quantitative data (Numbers, Percentage)
5. Present
the findings
6. Make the Decision