Lecture 5: Marketing Research Lecture Objectives Research- Why? Processes Involved Analysis Reporting
Lecture 5: Marketing Research Lecture Objectives Research - Why? Processes Involved Analysis Reporting
Marketing research The provision of information about markets and the eaction of these various products, price distribution and promotion actions. Why is marketing research important? List 5 reasons
The provision of information about markets and the reaction of these various products, price, distribution and promotion actions. Why is marketing research important? List 5 reasons Marketing research
A marketing information system Marketing Marketing information Marketing environment system decision-making The company Internal continuous data Strategic Customers lew products Internal ad-hoc data Competitors and markets Suppliers competitive Environmental scanning strategy Distributors Marketing research Economic Tactical external continuous Social sales force data Legal monitoring external ad-hoc data advertising Technologica copy Physical forces
2 A marketing information system Marketing environment The company Customers Competitors Suppliers Distributors Economic Social Legal Technological Physical forces Marketing information system Internal continuous data Internal ad-hoc data Environmental scanning Marketing research Marketing decision-making Strategic external continuous data external ad-hoc data new products and markets competitive strategy sales force monitoring advertising copy Tactical
The Marketing Research Process Initial contact Research brief (2) Research Exploratory proposal (2/3) research Main data collection Descriptive or stage(3/4 experimental research Data analysis and interpretation(4) Report writing and presentation (5)
4 Descriptive or experimental research The Marketing Research Process Initial contact (1) Research brief (2) Research proposal (2/3) Main data collection stage (3/4) Data analysis and interpretation (4) Report writing and presentation (5) Exploratory research
Marketing research- what is involved? Preliminary stage Objective is to identifylunderstand the research question and the background scenario Initial contact Research brief Background information Sources of information Scale of the project The timetable
Preliminary stage Objective is to identify/understand the research question and the background scenario Initial contact • Research brief • Background information • Sources of information • Scale of the project • The timetable Marketing research - what is involved?