Reading...
Play button
Play button
Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
12 Cards in this Set
- Front
- Back
|
Marketing Research
|
The process by which information about the environment is generated, analyzed and interpreted for use in marketing decision making. It is a systematic process for obtaining info. to aid in decision making.
|
|
|
Marketing Research Process
|
Purpose of the research. Plan of the research. Performance of the research. Processing of research data. Preparation of research report
|
|
|
Purpose of the research
|
manager should agree on: current situation involving the problem to be researched, the nature of the problem, and the specific question(s) the research is designed to investigate
|
|
|
Plan of the research
|
Spells out nature of the research to be conducted and includes an planation of such things as sample design, measures, and analysis techniques to be used. Critical issues: primary or secondary data needed?. qualitative or quantitative research needed? whether company will do its own or his someone to research
|
|
|
Qualitativ research
|
involves face to face interviews with respondents focus groups or long interviews
|
|
|
Quantitative research
|
systematic procedures designed to obtain and analyze numerical data: Observation, surveys, experiments and mathematical modeling
|
|
|
Performance of the research
|
involves proparing for data collection and actually collecting them.
|
|
|
Processing of Research data
|
includes the preparation of data for analysis and the actual analysis of them Editiing and structuring (coding) the data
|
|
|
Preparation of Report
|
Complete statement of everything done in a research project, including all prior stages as well as strategic recommendations, Limitations of the research should be noted. Report should be clear regarding what was done and use everyday language that manager can understand
|
|
|
Limitations of the research process
|
Problems: test market areas are not representative of the market in general in terms of population characteristics, competition, and distribution outlets. Sampe size and design are not correctly formulated due to budget. measurements of competitors are not accurate. test stores do not give complete support
|
|
|
Marketing information systems
|
A coordinated collection of data, tools, and techniques involving both computer hardware and software where marketers gather and interpret relevant information for decision making.
|
|
|
Types of marketing information systems requirements
|
database management software for sorting and retrieving data from internl and ext. sources. made base management software that contains routines for manipulating data , dialog system that permits marketers to explore databases and use models to produce info. to address decision needs
|
