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| maketing research provides |
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Definition
| accurate, relevant, and up to date information |
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| used to produce reports about marketing activities |
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| internal communication system/netowrk. Used to develop data bases and employees |
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| Market intelligence systesm |
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| method by which marketsers get info about every day happenings |
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| getting data about customers, competitors, business environment |
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| collected by pro, sold to another |
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| lead to anti-spam laws and do nto cal list |
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| MIS looks just at sales while MDSS looks at why sales changed |
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| sophisticated anlysis techniques to take advantage of transaction data |
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| customer acquisition, retention, leaving bad customers, and special promotions based on past behaviors |
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| Steps in Market Research Process |
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1. Define Problem-look at objectives, populatio interes
2. Determine Research design-secondary or primary?
3. I missed 3
4. Design the sample
5. collect data
6. analyze and interpret |
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| qualitative-groups of 5-9 w discussion leader |
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| used to understan dan organization and identify how things are acmmolpished |
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| collect info from each consumer once |
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| collect info at multiple times |
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| why things happen in ccontrolled encironment |
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Mail: + Reach many, respondent have time, people get mail daily, low cost – low completion rate, slow response time, questions are limited, limited length
Phone + Instant, follow-up questions, a lot of reach, low-cost, Flexible Q’s – Time consuming, annoying, response rate is low, limited length
Face-to-face + Pick up on nonverbals, build relationship, flexible Q’s, Completion, Visual –high cost, time consuming, research bias
Online + automatically inputted into system, large reach, low cost, flexible Q’s – annoyed(junk mail), Targets a percentage of consumers, honesty is lacking, self-selecting bias (people love you, that’s why they complete it, or they hate you and that’s why) |
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| research records consumer behavior without their knowledge |
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| researcher watches consumers |
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| going through trash (already happened) |
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| scanner at grocery store (nonhuman) |
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| Three things to consider in research |
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validity-meaure what it's supposed to
reliability-if measurement techniques are error free, data is reliable
representativeness-if studies are simialr to larger group |
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| each member of populatio has some known chacne of inclusion |
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| every member of population has equal chance of selection |
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| select the nth member of the population after random start |
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| divide population into segments, select randomly from groups |
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| broad picture of overall responses |
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| examining data by a subgroup to see how results differ |
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| make it seem unbiased and give credibility |
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