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Marketing Research
7
Transcript
Marketing Research
Marketing Research
Definition
Activity of gathering information about consumers needs & preferences
The statistical side of marketing
Information
Information Can Be...
Qualitative
Primary
Quantitative
Secondary
First hand data gathered form original sources
How people think, feel, etc.
Statistical numbered information
Publicly available info. gathered by others
Methods Of Collecting Data
Collection Methods
Focus Groups
May use a 2 way mirror
Demographically diverse group of people assembled to participate in a guided discussion about a particular product
Subjects must agree to participate
May or may not be compensated
Better results when done separate
Interviews
Subjects must agree to participate
May or may not be compensated
Questions cannot be biased
Questions should be easily understood
Surveys
Should not try to persuade
Subjects must agree to participate
May or may not be compensated
No interaction allowed
Observation
Research History
Brand Recognition
May not tell brand
May tell brand
May ask about other brands
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