developing information - marketing research process
TRANSCRIPT
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•Developing Information
• Marketing Research
• Information Analysis
• Distributing Information
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Marketing Research
"the systematic gathering, recording,and analyzing of data about problems relating to the marketing of goods and services"
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5 steps of Marketing Research Process
• Definition of the Problem
• Situation Analysis
• Obtaining problem specific data
• Interpretation of data
• Problem solution
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Definition of the Problem
What is Problem?
• Johnston & Frampton
"an identifiable situation which is perceived by the decision-maker as a potential source of dissatisfaction, and for which preferable alternative exist"
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Example:
1. A company may be seeking to improve an existing product.
2. Are customers satisfied with the products they use?
3. What is the product potential in the area?
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Situational Analysis
• an informal investigation of available information which may further define the problem and indicate what additional information is required.
• Secondary data - is data collected by someone other than the user.
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The possible sources of secondary data are the following:
• the company's own computer system, files, and reports
• libraries
• Government agencies
• Private Research organization
• Trade associations
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Obtaining Primary Data
• Primary Data - is a data observed or collected directly
from first-hand experience.
Three methods:1.Observational method2.Survey Method3.Experimental method
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Interpretation of Data
• means bringing out the meaning of the data collected
Data analyisis is made using:
1. tests of significance
2.explaining observed differences with the use of cross-tabulation, correlation, or regression analysis.
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Problem Solution
• is done by presenting various alternatives solutions where a choice can be made
• the advantages and disadvantages is indicated.
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Information Analysis -are informations which are obtained from internal records and the marketing intelligence system should be subjected to analysis using the methods applied in marketing research.
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Distributing Information----this is designed to provide the managers a better view in making marketing decisions.