5.04 Discuss the Consumer Research Process

Slides:



Advertisements
Similar presentations
SEM II : Marketing Research
Advertisements

4 Conducting Marketing Research 1. What is Marketing Research? Marketing research is the systematic design, collection, analysis, and reporting of data.
Report Preparation. Write to the audience  Who is the audience  What are its objectives and expectations  When there are two or more audiences use.
Chapter 29 conducting marketing research Section 29.1
Report Preparation. Write to the audience  Who is the audience  What are its objectives and expectations  When there are two or more audiences use.
Using Market Research. Seeing the Problem Clearly Marketing Research: procedure designed to identify solutions to a specific marketing problem through.
The Market Research Process
Report Writing Format.
Marketing Research – Collecting Data
5.04 Discuss the Consumer Research Process. Consumer Research  Consumer research is used to gather information in order to know what consumers want and.
Chapter 33 Conducting Marketing Research. The Marketing Research Process 1. Define the Problem 2. Obtaining Data 3. Analyze Data 4. Rec. Solutions 5.
5.04. D EFINE CONSUMER RESEARCH. Consumer research gathers information to learn what consumers want and need. Research is important because consumer trends.
THE MARKET RESEARCH PROCESS Chapter Steps of the Market Research Process 1. Define the Problem 2. _____________________ 3. Analyzing Data 4. Recommending.
Chapter 29 conducting marketing research Section 29.1
SEM II : Marketing Research
Market Research The key to the customers wallet …..
Marketing Research Chapter 5. Warm-Up Why is it important for companies to do market research?
Keys to Successful Marketing  Must understand and meet customer needs and wants  To meet customer needs, marketers must collect information.
CHAPTER 6 OPPORTUNITIES, IDEAS & THE ENTERPRISING WORK ENVIRONMENT Entrepreneurship.
NAME Evaluation Report Name of author(s) Name of institution Year.
14: Reporting and Presenting Results Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials.
Communicating Marketing Research Findings Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.
Conducting Market Research Market Research : Is the process of designing, gathering, analyzing, and reporting information that may be used to solve a specific.
10: Reporting and Presenting Results ESSENTIALS OF MARKETING RESEARCH Hair/Wolfinbarger/Ortinau/Bush.
SEM II : Marketing Research 1.06 Collect secondary marketing data to ensure accuracy and adequacy of information for decision making.
Section 29.1 Marketing Research Chapter 29 conducting marketing research Section 29.2 The Marketing Survey.
Chapter 29 Conducting Market Research. Objectives  Explain the steps in designing and conducting market research  Compare primary and secondary data.
MARKET RESEARCH Marketing Management Session 5 October 3, 1997.
MARKET RESEARCH Marketing Management Session 4 September 22, 1999.
Report writing in English In a professional context.
Conducting Marketing Research
MARKET RESEARCH. Marketing Research Two Types Quantitative Answers “How Many… / How Much…” Questions Typically Large sample sizes Surveys / Questionnaires.
Conducting Marketing Research
Marketing Research.
Introduction to Survey Research
LEM 200 Internship Orientation Programme
Principles of Marketing - UNBSJ
Long Reports.
Part Two.
RESEARCH METHODS Lecture 12
Conducting Marketing Research
MARKETING RESEARCH ? ? ? ? ? ?.
RESEARCH METHODS Lecture 44
SEM II : Marketing Research
Sports & Entertainment Marketing II
PROJEK ILMIAH TAHUN AKHIR
FINAL REPORT TECHNICAL WRITING NOOR SHAHARIAH BT SALEH
Consumer Research.
Business and Management Research
PROJEK ILMIAH TAHUN AKHIR
Survey Design Steps in Conducting a survey
Why Is Marketing Research Important?
Chapter 29 Conducting Market Research
Business Research Methods
Section 29.1 Marketing Research
Formatting.
The Process of Advertising Research
PROJEK ILMIAH TAHUN AKHIR
Business and Management Research
Student name Student ID Degree program Area of specialization
RESEARCH METHODS Lecture 19
Conducting Marketing Research
Knowledge is Power A Marketing Information System (MIS) determines what information managers need and then gathers, sorts, analyzes, stores, and distributes.
Research Problem: The research problem starts with clearly identifying the problem you want to study and considering what possible methods will affect.
Why Is Marketing Research Important?
Conducting Marketing Research
Research process.
Conducting Marketing Research
CHAPTER 4 Marketing Information and Research
RESEARCH METHODS Lecture 12
Presentation transcript:

5.04 Discuss the Consumer Research Process

Consumer Research Consumer research is used to gather information in order to know what consumers want and need. Research is important because consumer trends change.

Steps for Conducting Consumer Research Define the focus of the research. What types of information need to be gathered? What questions need to be answered? Define which type of research design will be used. Exploratory Used when the problem is not defined Descriptive Used to gather information regarding a target market Causal Used to demonstrate the cause and effect relationship

Steps for Conducting Consumer Research (continued) Collect data. Primary data Secondary data How to obtain feedback Personal observation Focus groups Questionnaires

Steps for Conducting Consumer Research (continued) Determine sample. A sample is a group of people representative of the population. Sampling helps make generalizations about a group of consumers. Administer the survey Analyze and interpret the results of the survey.

Steps for Conducting Consumer Research (continued) Recommend solutions. Report the findings from the survey. A findings report should include: Title page Acknowledgements Contents Charts, tables and graphs Introduction Review of information

Steps for Conducting Consumer Research (continued) Data collection used. Findings Recommendations Conclusions Appendices Bibliography Implement Solutions

Design a Questionnaire Methods of administration include: Mail Telephone E-mail Websites Personal interviews

Contents of Questionnaire Include: Number of questions Availability of information Format Open-ended Closed-ended

Contents of questionnaire (continued): Question wording Short Unambiguous One question per statement Specific and clearly defined Layman’s terminology Sequence Begin with broad questions Group similar topics together Consider skip patterns

Contents of questionnaire (continued): Physical characteristics Simple to complete Headings for each section Easy to understand Enough room for responses to open-ended questions