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Marketing Research, Its Benefit and Application

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Seymur M. Guliyev

on 22 May 2014

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Transcript of Marketing Research, Its Benefit and Application

Seymur QULIYEV
Marketing Research, Its Benefits and Application
MIS-Marketing information System:
Chartered Marketer
MIS is used by big companies. Gathered data is kept in the computers in order to save and analyse them.
MIS includes these informations.:
External environment of Marketing, Consumers, Prices, Ad costs, sales, competition, distribution costs and etc...
Marketing Information System of a Company
Specifications:
- Continuous data gathering
- Computers are used
- Being continuous
- Allows to be ready against sudden changes
- Future Oriented
MMS ve Ona Ehtiyyac Olmasının Sebebleri
- Marketinq menecerinin qerar verme zamanının gederek azalması- Marketinq fealiyyetlerinin getdikce daha qarışıq ve geniş hala gelmesi- Enerji ve xammal (Tebii Resurs) qıtlığı- İstehlakçı şikayetlerinin artması
Marketing Research
MR:
- “Gathering, analyzing and explaining of data related to any marketing problems”
Specifications:- solves single and general non repeated specific problems.- it connects the marketer to the society by gathering data.
Types of Marketing Research
- Istehlakçı tedqiqatı
- Emtee tedqiqatı
- Paylama tedqiqatı
- Bazar potesiyalı ve trend analizi
- Satış tedqiqatı
- Qiymet tedqiqatı
- Biznes bazarları tedqiqatı
- Motivasiya tedqiqatı
- Qablaşdırma tedqiqatı
- Xarıcı bazar tedqiqatı
- Merchendaisinq tedqiqatı
MT-NIN FAYDALARI
- Marketinq problemlerinin varlığını ve onları yaradan faktorları ortaya çıxarır
- Alınan qerarlarda riskelri azaldır v rosiyanallığı temin edir
- Istehsal olunan mal ve xidmtlerle teleb arasındakı uyğunluğu temin edir
- Satışların artamasını temin edir
MT-NIN ZEIF CEHETLERI

- Uzun vaxt alması
- Xercleri artırır
- Ixtisaslaşmış personal çatışmamazlığı
- Temin etdiyi melumatların düzgünlüyün şübhe olması- Ve sair............
MIS or MR?
- “In order to make a marketing decision systematic and continuous information gathering process is used”
Marketinq Tedqiqati Novleri
DATA - melumat
DURATION - zaman
CUSTOMIZATION - musterinin xususiyyeti
DATA COLLECTION POINT - melumatin qaynagi
Data - Qualitative and Quantitative Research
Qualitative Research - that focused primarily to the construction of the qualitative data.
- the facts or things given
- what is known to be true
Quantitative research - is focused primarily to the construction of the quantitative data
DURATION - Ad hoc research and continuous research
Research that having beginning and end points
with the final reports of the result.
This research is periodic basis without
ending point and completion.
CUSTOMIZATION - Customized Research and Syndicated Research
this research is conducted for the special clients
Research process and data are shared between number of clients.
DATA COLLECTION POINT
CONSUMER
ORGANIZATION
is focused on end users (households or individuals) as the point of data.
is focused on other organization as point of data collection.
ARASDIRMA MEQSEDLERININ
MUEYYENLESDIRIMESI
Exploratory Research -
Kesfiyyat Meqsedl
i

Descriptive Research -
Tesviri Aradirma

Investigative Research -
Tedqiqat Meqsedli Arasdirma

Causal Research -
Sebeb Arasdirmasi
Ideyalarin, fikirlerin ve hipotezlerin arasdirilmasi
Arasdirilan melumatin olcusu, miqdari ve frekanslarinin toplanmasi ve olculmesi. Butun dovlet yoxlamalari ve siyahiyaalmalar bu arasdirma ile heyata keciriir. Butun marketinq hesabatlar tesviridir. Meselen: bazar hecminin olculmesi, bazar strukturu, musterilerin bazarda davranisi ve saire.
iki veya daha cox deyisken arasindaki munasibetlerin olculmesine fokuslanmis arasdirma novudur, amma bu arasdirma hansi deyiskenin hansi deyiskene tesir etdiyini oyrenmir.
Iki musteqil veya asili deyiskenin bir birine olan tesir derecesini analiz eden arasdirmadir. Bu arasdirma deyiskenler arasindaki sebeb ve tesir elaqelerini (munasibetlerini) tedqiq edir.
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