Download - Marketing research
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Markéta ZajarošováMarkéta Zajarošová
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To carry out marketing analysis, planning, implementation and control, managers need information.
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Marketing information system
A MIS consists of people, equipment and procedures to gather, sort, analyse, evaluate a disstribute needed, timely and accurate information to marketing decision makers.
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The information needed by marketing managers comes from:
Internal company records Marketing intelligence Marketing research
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Getting information:
From published materials a public documents
By observing competitors or analysis products
From people who do business with competitors
From recruits and competitor´s employees
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Is the function linking the customers and public to the marketer through information that is used to identify and define marketing opportunities and problems to evaluate marketing action to monitor marketing performances
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Consists of four steps
Defining the problem and research objectives
Developing the research plan Implementing the research plan Interpreting and reporting the findings
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Secondary information
X
Primary information
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Qualitative
Quantitative
Contact methods• Mail• Telephone• Personal interviews
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Total consumer population
Sample is a segment of the population selscted to represent the population as a whole
Who is to be surveyed? What sample size? How are the people in the sample chosen?
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Questionnaire
Implementing the research plan- Analysing information
Interpreting and reporting the findings