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Marketing research - Coggle Diagram
Marketing research
The process of marketing research
Research planning
Defining issues
Brief and proposal
Intial design of sampling, method and analysis
Exploratory research
Exploration of secondary researcj
Piloting primary research
Refining research design
Adjusting design informed by exploratory research
Main research collection
Collecting primary research data
Analysis and interpretation
Statistical analysis/qualitative analysis
Report of findings
Written report and presentation
Should provide answers to issue identified
Use method conducive to participation
Obtain data from relevant sample
Design appropriate questions/measures
Collect data in suitable format
Roles of marketing research
Function linking consumer/customer/public to marketer through info
To support better business decisions
Value of embedding research in strategic plans
Asking questions at the start of business planning cycle
E.g. What are the strategic corporate goals?
Range of roles in commercial and non-commercial contexts
Conducted to improve decision making
Marketing research in small businesses and non-profit organisations
Use secondary data
Talk to customers or users
Use informal surveys
Search the internet
Observe competitors
Limitations and potential bias need to be recognised
Types of data collection
Organisational records
Collected as part of organisation's activites
Marketing research
Primary research
Collected directly for purpose in hand
Secondary research
Conducted for other purposes but relevant for purpose in hand
Marketing intelligence
Publicly available info and purchased reports about micro/macro environment
Ethics and marketing research
Market research raises some ethical issues
Privacy
Protecting research participants from harm
The use to which findings are put
Companies sometimes distort marketing research to support own interests
Can increase consumers' willingness to participate
Damage reputation of marketing profession
Variety of guidelines and codes to ensure high standards of practice
Must comply with data protection legislation and safeguard all personal data