Tutorial: Business Academy Topic: Marketing research Prepared by : Ing. Adéla Hrabcová Projekt Anglicky v odborných předmětech, CZ.1.07/1.3.09/04.0002.

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Projekt Anglicky v odborných předmětech, CZ.1.07/1.3.09/

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Projekt Anglicky v odborných předmětech, CZ.1.07/1.3.09/

Projekt Anglicky v odborných předmětech, CZ.1.07/1.3.09/

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Tutorial: Business Academy Topic: Marketing research Prepared by : Ing. Adéla Hrabcová Projekt Anglicky v odborných předmětech, CZ.1.07/1.3.09/ je spolufinancován Evropským sociálním fondem a státním rozpočtem České republiky.

Presents activities by means of which factory (or other authorised organisation) gains information about the basic characteristics of a particular market. METHODS OF GAINING INFORMATION PRIMARY -Questionings -Watching -Panel -Experiment SECONDARY -Internal -External

Questionings = information acquisition based on the direct or indirect contact with the respondent (interviewed). The base lies in communication between the researcher (interviewer) and the interviewed. This communication can be either direct or indirect.

Direct questionings= interview, personal dialogue, „face to face" communication. The advantage is a quick response; as the disadvantage are considered high costs and also it is more time demanding. Indirect questionings= questionnaire (disadvantage is a lower return rate), telephone interview (often seen as privacy interruption, the call needs to be timed correctly), interview (disadvantage again a lower return rate, advantage is low costs and fastness).

Principles of correct questioning

Watching is an aimed observation and noticing of a specific event or process without the observer‘s (=person processing the observation)interruption. Watching can be: Evidential Evidential – the observer is present Hidden Hidden –the observer is not present, e.g. so that does not disturb the process (e.g. watching by camera)Watching

This term is used for respondents who are asked repeatedly in order to get the information needed. This can be for example a stable sample of loyal company‘s consumers who are asked certain questions. In the company there can be more panels; often we have a panel of suppliers, consumers….

Is aimed for events which are going to happen or are likely to happen. The experiment can be performed: in a laboratory - simulated conditions in a field– natural conditions Example: Experiment in natural conditions can be used e.g. when finding out the impact of any new advert when changing the packaging …Experiment

It is based on the fact that many institutions or company units have already processed some information. These data are then further (secondary) used also for a marketing research. Type of information: a) Internal = information is gained inside the company, e.g. from accounting, various reports … b) External = information is gained from the neighbourhood, e.g. press, stats … Secondary information finding

EXERCISE Figure out the method of information gaining: 1. Watching plate numbers of cars arriving to the supermarket Primary, watching 2. Test sales of a new product to the selected consumers Primary, experiment 3. Information about the costs and revenues gained from the company‘s accounting Secondary, internal

A group of consumers, that are sent on a regular basis questionnaires is called Experiment can be held in Information gained from stats can be called Watching can be Questionnaire or telephone interview belongs to questioning panel. laboratory or field conditions. secondary, external. evidential or hidden. indirect.

 KOTÍKOVÁ, H., ZLÁMAL, J.: Základy marketingu. 1. vydání. Olomouc: Univerzita Palackého v Olomouci, ISBN  KOTLER, P.: Marketing, management. 12. vydání. Praha: Grada, ISBN  MOUDRÝ, M. Základy marketingu. Computer Media, ISBN