Professional Documents
Culture Documents
Marketing environment
Data
Information
Marketing decisionmaking
Environmental scanning
Economical, social, legal, technological and physical forces
Marketing research
external continuous data external ad hoc data
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CONTINUOUS RESEARCH
( gathers information from external sources on an ongoing basis.)
Consumer panels Retail audits
Custom-designed studies
Television viewership panels
Omnibus studies
Marketing databases Customer relationship management systems Website analysis 6
Research planning initial contact research brief research proposal Exploratory research secondary research qualitative research consultation with experts observation Main quantitative data collection descriptive research experimental research the sampling process the survey method qustionnaire design
Research planning
Initial contact
Realization of a problem and contact of internal marketing research staff or an outside agency Background information Sources of information The scale of the project The timetable A statement of objectives What will be done Timetable Costs
Research brief
Research proposal
Exploratory research
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involves the preliminary exploration of a research area prior to the main quantitative data-collection stage.
Purpose of exploratory research is to guard against: Sin of omission: not researching a topic in enough detail Sin of admission: collecting irrelevant data
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Exploratory research
Secondary research internal records past marketing research reports government and EU statistics market reports directories newspapers, journals, magazines etc. 10 Qualitative research focus groups depth interviews Consultation with experts practitioner experts financial experts university-based experts journalists Observation watching purchasing behaviour ethnography
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Types
Descriptive Research descriptions of consumers` awareness, beliefs,attitudes, preferences, behaviour etc. Experimental Research setting up control procedures to measure cause and effect
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Research design
The sampling process population definition sampling frame sampling method sample size
The survey Questionnaire The survey method design method face-to-face planning face-tface interviews interviews design telephone telephone piloting interviews interviews mail surveys mail surveys internet surveys internet surveys
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Planing stage
Design stage
Pilot stage 15
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References:
Jobber, David (2004) Principles and Practice of Marketing 4th edition, Chapter 6, Berkshire:McGraw-Hill
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