1. UNIT 3 MARKETING RESEARCH
Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

2. AFTER LEARNING THIS UNIT YOU SHOULD BE ABLE TO:
1.Know why market research is vital to a business.
2.Describe the steps of doing market research.
3.Explain the ways of data collection.
4.Know how to design a questionnaire.
5.Know how to write a research report.
Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

3. I. Why Do We Need to Do Market Research?
Eliciting question:
Have you ever had the experience of encountering somebody on the street and being asked to answer some questions? Or
Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

4. Called by your mobile service provider (China Mobile or China Unicom)　to answer questions about their services?
Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

5. What are they doing?
They are _______________from customers to help managers__________________.
collecting data
make better decisions
Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

6. To do marketing research is
to know customers
to find opportunities
to find problems
to monitor marketing performance
to evaluate marketing actions
Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

7. Definition
Market research is the systematic collection, analysis and reporting of data to aid marketing decision making.
Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

8. Connecting to the Internet
Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

9. How could Wrigley make more young people chew Juicy Fruit?
What qualities Juicy Fruit appeal to teens?
Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

10. ? What’s the secret for the success of ? ?
Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

11. II. How to Collect Data
Data are factual information, especially information organized for analysis or used to reason or make decisions.
Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

12. Primary Data Data Secondary Data
Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

13. Two Types of Data Secondary data
Data already collected for another purpose which is available and useful for providing answers to new marketing problems.
Primary data
The collection of original data for a specific purpose.
Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

14. Advantages VS Disadvantages
Secondary Data
Advantages: save time and money
Disadvantages: (1) not completely fit
(2) not totally accurate
Primary Data
Advantages: accurate and fit
Disadvantages: expensive and
time consuming
Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

15. Discussion Where can you get the secondary data?
--Government departments
--Education institutions
--Media such as newspaper, magazine, TV etc.
--Internet
--Trade fair
Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

16. How to get the primary data?
1.Observation
2. Communication by QQ
Short message
Telephone
Mail
Fax
Interview …
Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

17. When Designing the Questionnaire
Ensure questions are:
Easy to understand
Necessary
Unambiguous
To the point
Not too long
Not leading or biased
Easy to answer
Pretest the questionnaire.
Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

18. Key Points of This Unit
Market research is vital to the survival of today’s businesses.
Market research is to gather needed information for better decision-making.
There are two kinds of data, primary data and secondary data.
Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun