B.MarketResearch-Moreintroductoryinformation课件.pptVIP

Marketing Research Primary vs. secondary data Advantages and disadvantages of each Marketing research tools Marketing Research An “investment” to reduce uncertainty Can help guide decisions on Whether to enter Product characteristics Promotional strategy Positioning Must weigh costs and benefits of research Money Time spent No perfect method—tradeoffs between methods Two Research Methods Secondary: use of existing research already done Government Consulting firms Newspaper and magazine articles Primary: creation of specific studies to answer specific questions Some Sources of Secondary Data U.S. Governent http://StatUSA.gov Government Department web sites Government periodicals in libraries E.g., Statistical Abstracts Books, periodicals, newspapers Trade organizations Consultants E.g., Information Resources International (IRI), Nielsen Be weary of web sites Company sites are glorified advertisements! Anyone can publish a web site. Primary Research Methods Surveys Experimentation Observation Focus groups In-depth interviews Projective techniques Physiological Measures Surveys Planned questions Open-ended Closed-ended Need large sample sizes for precise conclusions Forms Mail Telephone Mall Intercept Computer/Internet Problem questions Leading Ambiguous Unanswerable Two questions in one Non-exhaustive question Non-mutually exclusive answers The Pentagon Declares War on Rush Limbaugh: Misleading Research Survey found that only 4.8% of listeners to the Armed Forces Radio Network wanted to listen to “the biggest hawk there is.” How could a survey be made to get these results? Being on the watch for misleading surveys. Experimentation Subjects in different groups treated differently E.g., for some, “target” product is given better shelf space E.g., some get coupon Can help isolate causes Subject is biased by questions—does not know how others are treated My Simulated Store… Observation Looking at consumes in the field—e.g., Searching for product category area Number