Market Research University of Rio Grande.ppt

MarketResearchChapter9WhatisMarketResearch?“Theprocessofplanning,collecting,andanalyzingdatarelevanttoamarketingdecision.”DecisionsupportsystemWhyismarketingresearchimportant?ConcernsRespondentknowledgeRespondenthonestyRespondentactionsSource:http://era-az/xeber/&GatherPrimaryDataSpecifytheSamplingProcedureCollecttheDataAnalyzetheDataPrepare&heProblemFollowUpStep1:heProblemMarketingresearchproblemSettheresearchobjectivesStep2:PlantheDesign&GatherPrimaryDataResearchDesignPrimaryDataPros:Cons:SecondaryDataPros:Cons:Step2:PlantheDesign&GatherPrimaryDataTypesofPrimaryResearchSurveyresearchIn-homepersonalinterviewsMall-interceptTelephoneinterviewsMailsurveysExecutiveinterviewsFocusgroupsSource::PlantheDesign&GatherPrimaryDataTypesofPrimaryResearchSurveyresearch(cont’d)QuestionnaireDesignOpen-endedClose-endedScaled-responseLikertscaleSemanticdifferentialscaleErrorsLeadingquestionsAmbiguousquestionUnanswerablequestion2-1questionNonexhaustivequestionNonmutuallyexclusiveanswersStep2:PlantheDesign&GatherPrimaryDataTypesofPrimaryResearchObservationresearchMysteryshopperBehavioraltargetingEthnographicresearchVirtualshoppingExperimentsSource:http://yoursecretshopperInformationOverloadWhatisit?InformationtechnologyDatabasesSensitivityanalysisDataMiningExtractionofhiddenpredictiveinformationfromlargedatabasesLinksbetweenthetwoactionsorproductsStep3: