Market Research Methods

By Lisa McGeehan Market Research Methods

Contents ,[object Object],[object Object],[object Object],[object Object],[object Object]

Define: market research… ,[object Object],[object Object]

The DECIDE Model? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Sources of information ,[object Object],[object Object],[object Object],[object Object],[object Object],Collected 1 st hand by the business itself. Should be free from bias, and be able to be traced back to the original source. Used to make informed decisions. Main source of market research. Cheaper than primary; may not be ideally suited tp the purpose required. Less reliable. Published information (newspapers etc). Sourced from within the business; financial data or customer info. Verifiable, reliable. Sourced out-with the business. Govt. statistics, market research by third parties, consumer test reports. Gives insight into the operating environment and direct competitors. Not generally verifiable.

Methods of Market Research… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Desk/secondary market research

Advantages & Disadvantages ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Field/Primary market research ,[object Object],[object Object],[object Object],[object Object]

More… ,[object Object],[object Object],[object Object]

Sampling ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Advantages & disadvantages ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Market Research Methods

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Market Research Methods