1. MARKET RESEARCH Applied to

2. MARKET RESEARCH Applied to

3. ADVERTISING PUBLIC RELATIONS SALES PROMOTION MARKET RESEARCH provides informationen for PRODUCT Produkt- politik ? What goods or services should be produced? PLACE Distributions- politik ? Where should the product or service be sold? PRICE Preis- politik ? How much should they cost? PROMOTION Kommunikations- politik ? How can I tell the consumer about the product or service? MARKETING which consists of the 4 Ps 

4. Types of market research 01/13 01/14today market analysis market observation MARKET FORECAST Estimation of the future market situation MARKET DIAGNOSIS Record of data of the current market situation

5. Examples:  MARKET DIAGNOSIS  Market observation Sales figures of Milka chocolates are recorded and observed over a couple of month

6. Examples:  MARKET DIAGNOSIS  Market analysis (static) in September a Survey is executed discovering the preferred Type of milka chocolate.

7. Examples:  MARKET FORECAST Statistic methods are applied to forecast sales for the first quarter of the upcoming year. Data of the past year is used for the forecast.

8. MARKET RESEARCH OBSERVATION SURVEY EXPERIMENT INTERNAL SOURCES EXTERNAL SOURCES    PRIMARY RESEARCH (= FIELD-RESEARCH) Data are collected first-hand:  SECONDARY RESEARCH (= DESK-RESEARCH)) Using data which have already been collected by others: 

9. Observation Measuring what people actually do WITHOUT creating a particular test situation, e.g.: Quelle: learn.wu-wien.ac.at

10. Observation Quelle: learn.wu-wien.ac.at

11. Observation Quelle: learn.wu-wien.ac.at

12. Observation Quelle: learn.wu-wien.ac.at POS= Point of Sale

13. Online Survey

14. Panel survey Periodically, the same group of people are asked the same set of questions. Changing answers may point to changes on the market (new trends) or may be the effects of marketing activities (e.g. a new advertising campaign affecting sales). e.g. A group of households periodically reports about their shopping behaviour (what products, what quantities, where do they do their shopping,...)

15. Experiment Measuring what people do in an artificially created test situation: (comparison of a test group with a control group), e.g.:  Field experiment  Lab(oratory) experiment  Test market

16. Field experiment In a self-service store, a chocolate bar is put in different places (on shelves at eye level, on shelves at the right/ left side, close to the entrance/ exit, etc.). The experiment shows how sales numbers vary according to the different places.

17. Lab experiment Eye tracking the process of measuring either the point of gaze (where one is looking) or the motion of an eye relative to the headgaze

18. Secondary Research Please find out the average consumption of chocolate in Austria (per month)!