Marketing nghiên cứu thị trường phần 5 pps

Components of a System
Components of a System
Decision Support System
Decision Support System
Dissemination
Dissemination
to decision
to decision
makers
makers
Marketing
Marketing
Information
Information
System
System
Integration
Integration
with plan
with plan
Marketing
Marketing
Database
Database
Marketing Database
Marketing Database
Decision Support System
Decision Support System
External components
External components
Q

Q
Secondary data
Secondary data
Q
Q
Purchase of
Purchase of
syndicated
syndicated
commercial data
commercial data
Q
Q
Marketing research
Marketing research
Internal components
Internal components
Q
Q
Sales analysis
Sales analysis
Q
Q
Cost analysis
Cost analysis
Q
Q
Financial records
Financial records
Consumer Survey Research

Consumer Survey Research
Consumer Survey Research
Consumer Research
Consumer Research
Criteria Direct/Cold
Mailing
Mail Panels Telephone Personal In-
Home
Mall
Intercept
Complexity and
versatility Not much Not much
Substantial,
difficult to use Highly flexible Most flexible
Quantity of data Substantial Substantial Short Greatest quantity
Limited to < 25
minutes
Sample control Little Substantial
Good, nonlisted a
problem Greatest controls Problematic
Quality of data
Better for sensitive
questions, no
claifier
Clear up
ambiguities,
socially accepted
answers Cheating
Unnatural testing
bias

Response rate ~10% 70-80% 60-80% 80% + 0.8
Speed
Several weeks +
follow ups Several weeks 3-4 weeks
Faster than mail,
sl ow e r tha n
telephone A few days
Cost
$2.50 per
interview Lowest Not as low as mail
Relatively
expensive
Less expensive
than in-home
Uses
Executive,
industrial,
medical,
readership All areas
Studies that
require national
samples Product testing
Pervasive-concept
te sts, na m e te sts,
package tests,
copy tests
Consumer Survey Research
Consumer Survey Research
Consumer Research
Consumer Research

Q
Q
The consistency of
The consistency of
measurement over
measurement over
time
time
Q
Q
Validity
Validity
Q
Q
Reliability
Reliability
Consumer Survey Research
Consumer Survey Research
Consumer Research
Consumer Research
Q
Q
The accuracy in
The accuracy in
measuring what is
measuring what is
intended to be
intended to be
measured
measured

Q
Q
Reliability
Reliability
Q
Q
Validity
Validity
Secondary Research
Secondary Research
Secondary Research
Consumer Research
Consumer Research
www.stat
www.stat
-
-
usa.gov
usa.gov
www.yahoo.com
www.yahoo.com
www.altavista.com
www.altavista.com
www.lycos.com
www.lycos.com
www.census.gov
www.census.gov
Competitor Research
Competitor Research
Q

Q
Research Market
Research Market
History
History
Q
Q
Audit Current
Audit Current
Competitors
Competitors
Competitor Research
Competitor Research
Q
Q
Researching the
Researching the
history of the
history of the
market
market
Q
Q
Identifies the
Identifies the
marketing mix and
marketing mix and
product
product
Q

Q
dimensions on
dimensions on
which sellers have
which sellers have
competed strong
competed strong
Q
Q
Research Market
Research Market
History
History
Q
Q
Audit Current
Audit Current
Competitors
Competitors
Levels of Competition
Levels of Competition
Levels of Competition
Competitor Research
Competitor Research
Target
Target
Segment
Segment
Competition:
Competition:

Diet Colas
Diet Colas
Product
Product
Category
Category
Competition:
Competition:
Soft Drinks
Soft Drinks
Core Benefit
Core Benefit
Competition:
Competition:
Beverages
Beverages
Budget
Budget
Competition:
Competition:
Food and
Food and
Entertainment
Entertainment
Fast
Fast
Food
Food
Baseball
Baseball

Cards
Cards
Ice
Ice
Cream
Cream
Wine
Wine
Bottled
Bottled
Water
Water
Coffee
Coffee
Juice
Juice
Beer
Beer
Fruit
Fruit
Colas
Colas
Lemon
Lemon
Limes
Limes
Regular
Regular
Colas
Colas

Diet
Diet
-
-
Rite
Rite
Cola
Cola
Diet
Diet
Pepsi
Pepsi
Diet
Diet
Coke
Coke
Current and Potential Competition
Current and Potential Competition
Current and Potential Competition
Competitor Research
Competitor Research
Threat of new entrants,
Threat of new entrants,
including those resulting
including those resulting
from mergers and
from mergers and
takeovers
takeovers
Distributors who work to

Distributors who work to
make you more
make you more
competitive or play you
competitive or play you
against your competition
against your competition
Suppliers who work to
Suppliers who work to
make you more
make you more
competitive or play you
competitive or play you
against your competition
against your competition
Threat through vertical
Threat through vertical
integration or encouraging
integration or encouraging
new entry
new entry
Threat through vertical
Threat through vertical
integration or encouraging
integration or encouraging
new entry
new entry
Threat through joint
Threat through joint
venturing or encouraging

venturing or encouraging
entry
entry
Threat through joint
Threat through joint
venturing if suppliers
venturing if suppliers
’
’
product/services are
product/services are
involved
involved
Competition among
Competition among
current rivals
current rivals
Substitute threats
Substitute threats
Competitor Research
Competitor Research
Q
Q
Audit Current
Audit Current
Competitors
Competitors
Q
Q
Research Market

Research Market
History
History
Q
Q
Auditing current
Auditing current
competitors
competitors
Q
Q
Identification of
Identification of
rivals from which
rivals from which
you are gaining
you are gaining
Q
Q
business and to
business and to
which you are
which you are
losing business
losing business