Marketing Research

Front 1

Describe the marketing research.

Back 1

“-the systematic design, collection, analysis and reporting of data relevant to a specific marketing
situation facing an organization.”

Front 2

What are the 3 Branches of marketing research:

Back 2

1. Internal data – info. within the company (total sales, sales by country, pricing, records)

2. Marketing intelligence - everyday information about developments in the marketing
environment (competitors, temperament)

3. Marketing research - information about markets or customers

Front 3

What is the Marketing research 4-step process:

Back 3

1. Define problem
2. Research plan
3. Data collection
4. Data Analysis/Interpretation

Front 4

Define the problem - what is needed to define?

Back 4

1. Define problem
Problem definition - determining the problem and purpose for doing the marketing research
-Exploratory – preliminary info, hypotheses
-Descriptive – describe marketing problems
-Casual – test hypotheses, cause-effect

Front 5

Explain the Research plan.

Back 5

– consider various alternatives

Secondary research – secondary sources and data e.g. internet, literature

Advantages (+):
Less expensive
Less time-consuming
Low level of commitment
No constraints by overseas customs
Speed

Disadvantages (-):
Non-availability of data
Reliability of data
Data classification
Comparability of data
Data privacy concerns

Primary research – primary and first-hand data, e.g. interviews, surveys

*Quantitative research – numbers from large group
*Qualitative research – holistic view from few respondents

Front 6

What is Data collection?

Back 6

– the process of collecting the data in the primary research, two main forms:

*Qualitative information: feelings, thoughts, interpretations, meaning (In-depth
interviews, focus groups)

*Quantitative information: used to collect large amounts of information, factual info.
(Surveys, questionnaire)

Front 7

What is icluded in Data analysis?

Back 7

– What does the collected data tell us?

Statistical analysis of quantitative data (mean, mode, median, correlation)

Interpretation of qualitative data (knowledge based)