Marketing research process

The Marketing Research Process

Marketing Research: Definition ,[object Object],[object Object],[object Object]

Need For Marketing Research ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Purpose Of Marketing Research ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

EXAMPLES OF RESEARCH IN MARKETING company image, test marketing Other competitive analysis, legal environment; social and cultural trends External Factors price elasticity analysis, optimal price setting, discount options Pricing advertising recall; advertising copy testing, sales promotion response rates, sales force compensation, traffic studies (outdoor advertising), public relations media placement Promotion distributor interest; assessing shipping options; online shopping, retail store site selection Distribution product development; package protection, packaging awareness; brand name selection; brand recognition, brand preference, product positioning Product sales, market size; demand for product, customer characteristics, purchase behavior, customer satisfaction, website traffic Target Markets Types of Research Marketing Decision

USES ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

OVERVIEW OF THE MARKETING RESEARCH PROCESS ,[object Object],[object Object],[object Object],[object Object],[object Object]

STAGES OF THE RESEARCH PROCESS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

PROBLEM DEFINITION ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

SPECIFY THE RESEARCH OBJECTIVES ,[object Object],[object Object],[object Object],[object Object],[object Object]

DEVELOP A RESEARCH DESIGN ,[object Object]

DESIGN THE QUESTIONNAIRE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Behavioral questions address the following: They determine people's actions in terms of what they have eaten (or drunk), bought, used, visited, seen, read or heard. Behavioral questions record facts and not matters of opinion.

[object Object],[object Object],[object Object],[object Object],[object Object],Attitudinal questions address the following: Attitudes are opinions or basic beliefs which people have about the products they buy, the companies they deal with and it is attitudes that motivates people in their actions.

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Classification questions: Classification questions are required to check that the correct quota of people or companies have been interviewed.

MANAGE AND IMPLEMENT THE DATA COLLECTION ,[object Object],[object Object],[object Object]

ANALYZE DATA ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

WRITE A FINAL RESEARCH REPORT ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Nielsen Collects Data from Retailers & Consumers... … & sells / trades data to the manufacturer & retailer Consumer Manufacturer Retailer Data

Our Associates Interpret the Data Data is collected from stores & consumers Our associates analyze & interpret the data We draw conclusions & make recos to clients $$ Leads to business success for our clients What Does It All Mean?

Marketing research process

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Marketing research process

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