logging in or signing up Marketing Research new aSGuest87968 Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 55 Category: Business & Fin.. License: Some Rights Reserved Like it (0) Dislike it (0) Added: February 27, 2011 This Presentation is Public Favorites: 0 Presentation Description No description available. Comments Posting comment... Premium member Presentation Transcript Marketing Research: Marketing Research Use of formalized procedures, based on the scientific method, to collect and analyze information, relevant to management problems.Marketing Research: Marketing Research Early warning signal existing MIS may not show trend if outside target segment. Source of detailed information on specific problems Forecast the future …….what happens if we do this?Marketing Research: Marketing Research Systematized and repeated marketing research is a marketing management information system/marketing decision support system. Truth as an option perspectiveMarketing Research: Marketing Research Marketing Research Process Problem Identification Symptoms versus Problems Marketing Concept Secondary Data Analysis Fast, Flexible, and Cheap Does the data exist somewhere?Marketing Research: Marketing Research Exploratory Research (Primary Research) Focus Groups, Group Interviews identify attributes pick variables for further study discover terminology, perspective avoid preconceptionsMarketing Research: Marketing Research Can you answer the management question? Yes…….you are finished. No……..go on to research design. Value versus cost of perfect informationMarketing Research: Marketing Research Primary Research (Still in Research Design) Descriptive statistical measurement of attributes determine relationships Explanatory (Causal) explain cause and effect of descriptive results build modelsMarketing Research: Marketing Research Primary Research (Still in Research Design) Predictive use cause/effect knowledge to predict the future test markets experiments forecasts with new parametersMarketing Research: Marketing Research Research Design Data Collection mail telephone personal interview observation email ……..advantages and disadvantagesMarketing Research: Marketing Research Research Design Questionnaire Design Wording Cultural Bias Sequencing of Questions Question Structure unstructured word association incomplete sentences narrative projection picture completionMarketing Research: Marketing Research Research Design Questionnaire Design Question Structure structured dichotomous multichotomous Likert scale semantic differential scale rating scale importance scaleMarketing Research: Marketing Research Research Design Sampling Nonprobability Probability Sample Size Determination …not a function of population size!Marketing Research: Marketing Research Research Design Validity and Reliability Did you measure what you intended to measure? Can you do it again?Marketing Research: Marketing Research Data Analysis What does the data mean? How can it be used? How can it be communicated to management? How does it solve the management problem?Marketing Research: Marketing Research Non-Marketing Managers need to: Look at possible results in advance. Will they answer the question? What can be done with the knowledge? Is it worth the cost? Require hard $ justification. Watch for inappropriate use of the buyer behavior model.Mercedes Benz Video : Mercedes Benz Video Purpose/use of marketing research Application to buyer behavior model Research methodologies Primary/Secondary Reliability and validity You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.
Marketing Research new aSGuest87968 Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 55 Category: Business & Fin.. License: Some Rights Reserved Like it (0) Dislike it (0) Added: February 27, 2011 This Presentation is Public Favorites: 0 Presentation Description No description available. Comments Posting comment... Premium member Presentation Transcript Marketing Research: Marketing Research Use of formalized procedures, based on the scientific method, to collect and analyze information, relevant to management problems.Marketing Research: Marketing Research Early warning signal existing MIS may not show trend if outside target segment. Source of detailed information on specific problems Forecast the future …….what happens if we do this?Marketing Research: Marketing Research Systematized and repeated marketing research is a marketing management information system/marketing decision support system. Truth as an option perspectiveMarketing Research: Marketing Research Marketing Research Process Problem Identification Symptoms versus Problems Marketing Concept Secondary Data Analysis Fast, Flexible, and Cheap Does the data exist somewhere?Marketing Research: Marketing Research Exploratory Research (Primary Research) Focus Groups, Group Interviews identify attributes pick variables for further study discover terminology, perspective avoid preconceptionsMarketing Research: Marketing Research Can you answer the management question? Yes…….you are finished. No……..go on to research design. Value versus cost of perfect informationMarketing Research: Marketing Research Primary Research (Still in Research Design) Descriptive statistical measurement of attributes determine relationships Explanatory (Causal) explain cause and effect of descriptive results build modelsMarketing Research: Marketing Research Primary Research (Still in Research Design) Predictive use cause/effect knowledge to predict the future test markets experiments forecasts with new parametersMarketing Research: Marketing Research Research Design Data Collection mail telephone personal interview observation email ……..advantages and disadvantagesMarketing Research: Marketing Research Research Design Questionnaire Design Wording Cultural Bias Sequencing of Questions Question Structure unstructured word association incomplete sentences narrative projection picture completionMarketing Research: Marketing Research Research Design Questionnaire Design Question Structure structured dichotomous multichotomous Likert scale semantic differential scale rating scale importance scaleMarketing Research: Marketing Research Research Design Sampling Nonprobability Probability Sample Size Determination …not a function of population size!Marketing Research: Marketing Research Research Design Validity and Reliability Did you measure what you intended to measure? Can you do it again?Marketing Research: Marketing Research Data Analysis What does the data mean? How can it be used? How can it be communicated to management? How does it solve the management problem?Marketing Research: Marketing Research Non-Marketing Managers need to: Look at possible results in advance. Will they answer the question? What can be done with the knowledge? Is it worth the cost? Require hard $ justification. Watch for inappropriate use of the buyer behavior model.Mercedes Benz Video : Mercedes Benz Video Purpose/use of marketing research Application to buyer behavior model Research methodologies Primary/Secondary Reliability and validity