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Topic C: The marketing research process - Coggle Diagram
Topic C: The marketing research process
Step 1: DEFINE
Descriptive
better describe
problems
Research
situation
Markets
Causal
Test hypothese
Cause
Effect
Relationship
Exploratory
Define and seuggest
Hypotheses
Informed guess
Preliminary
Step 4: REPORTING
Interpretations
Draw out
Implications
Decision making
Management policy
Infographics
Visual representations
Symbols
Graphics
Colours
Images
Step 3: IMPLEMANTING
Step 2: PLAN
Primary data
First time
Expensive
Specific
Accurate
Time consuming
Research approaches
Interviews
Qualitative
Focus group
In-depth, 1 - 1
Projective techniques
Open-ended
Observational
Observing
People, actions, behaviours
Primary data
Controlled/Naturalistic
Overt/Covert
Participant/Non-participant
Operationalised behavioural categories
Time/Event sampling
Inter-rater reliability
Ethnography
Quantitative
Survey
Primary data
Quanitative
question
Collecting
Knowledge, attitudes, preferences, behaviour
Likert scale
Sematic differential
Multiple choice
Open/Close ended
Dichotomies
Experiments
Selecting matched groups
Treatment
Primary data
Controlling
Quantitative
Checking 4 differences
Test group
Independent variable
Manipulated/changes
Dependent variable
Control group
Not exposed
Secondary data
Exists somewhere
Another purpose
Internal
Database
Reports
Accounting reports
Website
Within company
Insights
External
Outside company
Social security reports
Government statistics
Websites
Articles
University researches
Libraries
Cheaper/Little fee
Outdated?
Contact methods
Mail
Anonymity, no researcher bias
Low response rate, expensive
Face to face
Expensive, no anonymity
Speed, response rate, facial expressions
Online
Limited reach, self-selection bias
Speed, anonymity, inexpensive, comfort
Telephone
Quick, possible clarification
Time consuming, miss facial/body expressions
Quantitative research
Collecting and analysing
Numerical data
describe, predict, control
Sampling
Step 1: Specify target population
Step 2: Sample size
Judgemental method
Statistical method
Special calculator
Margin of error
Starting population
Confidence level
Represent
Step 3: Sampling method
Probability/Random
Stratified random
Simple random
Cluster
Non-probability/Non-Random
Convenience
Judgement
Quota
Population
Segment
Qualitative research
Uncover
motivations, attitudes, behaviours
Research instruments
Questionnaires
Open-ended questions
Close-ended question
Mechanical instruments
Checkout scanner
GPS technology
Biometric measures
Neuromarketing
MRI
EEG