Sources

  • Internal Databases: Sales records, transaction records, consumer warranty cards, complaints…
  • Marketing Intelligence: Monitoring the environment, especially competitors’ information
  • Marketing Research: Syndicated/retail or media audits

Marketing Information

  • Secondary: Using the previously existed data
  • Primary: Newly gathered data
  • Exploratory: Understanding of hypothesis is the key
  • Descriptive: Objectively experimenting and gathering of data
  • Causal: Based on the result and trying to find the cause

Marketing Research Process

  • Defining the problem and research objectives à Developing the research plan for collecting information à Implementing the research plan – collecting and analyzing the data à Interpreting and reporting the findings
  • Qualitative
    • Flexible, Dynamic, Creative/Why?
    • Product, Concept development
    • Use it as precursor when you do survey study
    • Lengthy one or one interview or focus in group discussion
    • Open ending question, probing
  • Quantitative
    • Survey based closed ending question
    • Administration: Personal Interview, Telephone type interactive or self filling mail or email
    • Content is important
      • Awareness: Cued / uncued (Choose the product that you are aware of?)
      • Belief/Knowledge:
      • Preferences/Attitudes
      • Behavior: How often?
      • Demographic
    • Design
      • Scaling
      • Wording
      • Ordering
    • Sampling
      • Random: Simple random or stratified random (Classifying the group before and divided into group but collecting the experimental people randomly within previously selected requirements)
      • Cluster
    • Observation Method
      • Casual observation
      • Systemic observation: Setting up of specific scenario and observe
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