Marketing nghiên cứu thị trường phần 7 ppsx

Research Design
Research Design
The Marketing Research Process
The Marketing Research Process
Q
Q
Master plan for research
Master plan for research
Q
Q
Identifies the need for primary
Identifies the need for primary
versus secondary data
versus secondary data
Research Design
Research Design
The Marketing Research Process
The Marketing Research Process
Primary Data
Primary Data
Q
Q
Information or
Information or
statistics collected for
statistics collected for
the first time during a
the first time during a
marketing research
marketing research
study

study
Secondary Data
Secondary Data
Q
Q
Previously published
Previously published
data
data
Sources of Primary Data
Sources of Primary Data
The Marketing Research Process
The Marketing Research Process
Survey Method
Survey Method
Q
Q
Telephone interviews
Telephone interviews
Q
Q
Mail surveys
Mail surveys
Q
Q
Personal interviews
Personal interviews
Q
Q
Focus group

Focus group
interviews
interviews
Observation
Observation
Method
Method
Q
Q
Observational studies
Observational studies
are conducted by
are conducted by
actually viewing
actually viewing
objects, events,
objects, events,
and/or a person
and/or a person
’
’
s
s
behavior
behavior
Sources of Primary Data
Sources of Primary Data
The Marketing Research Process
The Marketing Research Process
Experimental Method

Experimental Method
Experimental Method
Q
Q
In experiments the researcher
In experiments the researcher
manipulates one or more of
manipulates one or more of
the marketing mix variables
the marketing mix variables
and compares the effect on
and compares the effect on
the experimental group to a
the experimental group to a
control group that did not
control group that did not
receive the manipulation
receive the manipulation
Sources of Secondary Data
Sources of Secondary Data
The Marketing Research Process
The Marketing Research Process
Government Data
Government Data
Q
Q
Census of Population
Census of Population
Q
Q

Census of Housing
Census of Housing
Q
Q
Census of Business
Census of Business
Q
Q
Census of
Census of
Manufacturers
Manufacturers
Q
Q
Census of Agriculture
Census of Agriculture
Q
Q
Census of Minerals
Census of Minerals
Q
Q
Census of
Census of
Governments
Governments
Internal Data
Internal Data
Q
Q

Includes sales
Includes sales
analysis reports,
analysis reports,
financial performance
financial performance
reports, cost analysis,
reports, cost analysis,
product profit/loss
product profit/loss
statements, etc.
statements, etc.
Sources of Secondary Data
Sources of Secondary Data
The Marketing Research Process
The Marketing Research Process
Research Firm Data
Research Firm Data
Q
Q
Many private organizations
Many private organizations
provide information for the
provide information for the
marketing executive e.g.
marketing executive e.g.
trade associations,
trade associations,
advertising agencies,
advertising agencies,

“
“
Survey of Buying Power.
Survey of Buying Power.
”
”
The Marketing Research Process
The Marketing Research Process
Feedback
Feedback
Q
Q
Analysis, interpretation
Analysis, interpretation
and presentation
and presentation
Q
Q
Define the problem
Define the problem
Q
Q
Research design
Research design
Q
Q
Data collection
Data collection
Sampling Techniques
Sampling Techniques

The Marketing Research Process
The Marketing Research Process
Population
Population
Q
Q
Total group that the
Total group that the
researcher wants to
researcher wants to
study
study
Census
Census
Q
Q
Collection of data
Collection of data
from all possible
from all possible
sources in a
sources in a
population or
population or
universe
universe
Sampling Techniques
Sampling Techniques
The Marketing Research Process
The Marketing Research Process

Probability Sample
Probability Sample
Q
Q
Sampling techniques
Sampling techniques
where respondents
where respondents
have a known
have a known
(nonzero) chance of
(nonzero) chance of
being chosen
being chosen
Sampling Techniques
Sampling Techniques
The Marketing Research Process
The Marketing Research Process
Probability Sample
Probability Sample
Simple Random
Simple Random
Sample
Sample
Q
Q
Probability sample
Probability sample
where researchers
where researchers

choose respondents
choose respondents
from a complete list
from a complete list
of the population
of the population
Sampling Techniques
Sampling Techniques
The Marketing Research Process
The Marketing Research Process
Q
Q
Probability sample
Probability sample
where researchers
where researchers
divide the complete
divide the complete
population list into
population list into
groups and then use
groups and then use
single random
single random
sampling techniques
sampling techniques
on the subgroups
on the subgroups
Probability Sample
Probability Sample

Simple Random
Simple Random
Sample
Sample
Stratified Sample
Stratified Sample