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MARKETING RESEARCHFACULTY OF ENGINEERING MANAGEMENT
Joanna Majchrzak
Department of Marketing and Economic Engineering
Mail: joanna.majchrzak@put.poznan.pl
Meetings: Monday 9:45 – 11:15
Friday 11:15 – 12:45
Room 316, Strzelecka Street
Marketing Research 1
Literature• Więcek–Janka E. (2015), The Essentials of Marketing Research, Poznan
University of Technology Publishing House. • Malhotra N.K., Birks D.F., (2006), Marketing Research. An Applied
Approach, Pearson Education Limited.• Churchill G.A., Brown T.J., Suter T.A. (2013), Basic Marketing Research
(paperback), Cengage South-Western, Boston.• Malhotra N.K., Balbaki I.B., Bechwati N.N. (2013), Marketing Research. An
Applied Orientation, Pearson, London.• Warren T.D. (1983), Survey of Marketing Research, Chicago: American
Marketing Association.
Marketing Research 2
LiteratureGoogle Scholar: http://scholar.google.pl/
Science Direct: http://www.sciencedirect.com/
Scopus: http://www.scopus.com
Emerald: http://www.emeraldinsight.com/
Sage journals: http://online.sagepub.com/
JSTOR: http://www.jstor.org/
Marketing Research 3
Schedule1. Self-observation
2. Scientific papers analysis → 3. Presentation of results
4. Statistical publications analysis → 5. Presentation of results
6. Publications and reports of organizations analysis → 7. Presentation of results
8. Direct research – personal interview → 9. Presentation of results
10. Direct research – questionnaries part I
11. Direct research - questionnaries part II → 12. Presentation of results
13. Observation - mystery shopper → 14. Presentation of results
15. Heuristic methods
Marketing Research 4
Sources of information
Marketing Research 5
Sources of information
Primary research Secondary research
Direct research(questionnaries, personal interview)
Observation Statistical publications
Publications and reports of organizations
Scientific papers
2 Introduction3 Presentation 4 Introduction
5 Presentation 6 Introduction7 Presentation
Personal interview8 Introduction9 Presentation
Questionnaries10 Introduction11 Consultation12 Presentation
13 Introduction15 Presentation
Self - observations
1 Introduction3 Presentation
Heuristic15 Introduction
Team work during the classes
Presentation of the results
Marketing Research6
www.canva.com
www.piktochart.com
INFOGRAPHICEXCEL
1, 2, …., 7 exercise
1.1. worksheetResearch method
1.2. worksheetData
1.3. worksheetData analysis
1.4. worksheetMain results
1.5. worksheetConslusion
PRESENTATION DURING THE CLASSES
5-10 MINUTES
USB flash drive
Introduction
Marketing Research 7
MARKETING• Principles of marketing• Marketing management• Marketing promotion• Principles of retailing• Advertising copy• Marketing research and information systems• Consumer behaviour• International marketing• Services marketing• New product management
Marketing is the interdisciplinary science.
Problem Solving Research
Marketing Research 9
Attitudes of channel membersIntensity of wholesale and retail coverageChannel marginsRetail and wholesale locations
Segmentation research Determine basis of segmentationEstablish market potential and responsiveness for various segmentsSelect target markets and create lifestyle profiles: demography, media, and product image characteristics
Product research
Test conceptDetermine optimal product designPackage testsProduct modificationBrand positioning and repositioningTest marketing
Pricing research
Importance of price in brand selectionPricing policiesProduct line pricingPrice elasticity of demandInitiating and responding to price changes
Promotions research
Optimal promotional budgetOptimal promotion mixCopy decisionsCreative advertising testingEvaluation of advertising effectiveness
Distribution research
Malhotra N.K., Birks D.F., Marketing Research. An Applied Approach, Pearson Education Limited 2006
Select the industrial company• https://www.gpw.pl/en-home
Marketing Research 10
(1) Self-Observation
Marketing Research 11
Self-observation• Self-observation is a form of observation carried out by a researcher
himself/herself.
• This form of observation requires a researcher to be patient inconducting research, which often takes many years (cf. Ebbinghaus, Flaming), and approach observation results in an objective way.
Marketing Research 12Source: Więcek–Janka E. (2015), The Essentials of Marketing Research, Poznan University of Technology Publishing House
Self-observation• Self-observation of physiological changes during the introduction of
regularly repeated physical exercise (30 minutes per day).
• Research aim: observation of the influence of regularly taken physical exercise on the physiological reactions of organism (pressure, pulse), bearing in mind external factors.
• Process: Research consists in carrying out physiological measurements. Measurements should be made systematically every day prior to beginning physical exercise, which should include three rounds. The research was also affected by weather factors, mood, length of sleep.
Marketing Research 13Source: Więcek–Janka E. (2015), The Essentials of Marketing Research, Poznan University of Technology Publishing House
Self-observation• Hypothses:
Regularly taken physical exercise regularly reduces blood pressure hikes.
Bad weather conditions are possitevely corelated with the physiological aspects oforganism.
• Assumptions:
• Exercise and the measurement of external factors take place every day at thesame time (+/--‐- 1 hour)
• Measurements relate to one kind of exercise
• Exercise is not a sport which is regularly practised by a person under examination
• 30 minutes before taking the first measurement a person under examination must not consume any substances (coffee, strong tea, cigarettes, etc.) or medicines which may increase the value of blood pressure
• Each measurement is made on the wrist of the right hand
Marketing Research 14Source: Więcek–Janka E. (2015), The Essentials of Marketing Research, Poznan University of Technology Publishing House
Self-observation• Pearson correlation coefficient (Pearson’s r)
Marketing Research 15
1 2 3 … 10
Independent variable X
Dependent variable Y
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