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Marketing Research - Coggle Diagram
Marketing Research
Research Methods
SECONDARY
PRIMARY
QUANTITATIVE
Methods
Structured observations
Questionnaires
Design
Structured
Offers answers
Bias/subjectivity issue
Un-structured
Open-ended
Experiments
Used for
Brand perception & image
Consumer satisfaction and loyalty
Segmentation
Mystery shopping
QUALITATIVE
Used for
Pre-testing/feedback
Understanding
Explorative research
Creative research
Methods
Focus groups
Projective techniques
Completion
Construction
Association
Expressive
Interviews
Semi-structured
In-depth
Participant observations
Etnography
Netnography
Visual research
Answers
HOW?
WHY?
WHAT?
Tool
Thematic analysis
DEEPER UNDERSTANDING
Collect
Measure
Observe
Listen
Ask
BRAND RESEARCH
What?
Brand affinity
Value propositions
Brand perception
Competitor analysis
Brand awareness
How?
Focus groups
Surveys
Challenges
Super connected people
The need for a bigger picture
Best business practices
Guest lectures
Kristijan Gregorić
Filip Rabuzin
Consumer journey then and now
Three dimensional
Active evaluation
Moment of purchase
Initial consideration
Experience
Attention
Questions
So what?
What now?
What?
Data
Analysis
Interpretation
Defining the problem
Request
Research cycle
Proposal
Report preparation
Brief
Data vizualization