Marketing nghiên cứu thị trường phần 4 pptx

Research Process
Research Process
Present
Present
Findings
Findings
Analyze
Analyze
Information
Information
Primary
Primary
Research
Research
Quick Primary
Quick Primary
Research
Research
Secondary
Secondary
Research
Research
Define
Define
Problem
Problem
Problem
Problem
Recognition
Recognition
Consumer Research

Consumer Research
Q
Q
Qualitative observation research
Qualitative observation research
Q
Q
Customer visits in business
Customer visits in business
-
-
to
to
-
-
business marketing
business marketing
Q
Q
Focus group research
Focus group research
Q
Q
Electronic observational research
Electronic observational research
Q
Q
Decision support systems
Decision support systems
Q

Q
Consumer survey research
Consumer survey research
Q
Q
Secondary data analysis
Secondary data analysis
Qualitative Observation Research
Qualitative Observation Research
Q
Q
Voice of the customer
Voice of the customer
Consumer Research
Consumer Research
Q
Q
Hands
Hands
-
-
on consumer
on consumer
research
research
Q
Q
Motivational research
Motivational research
Qualitative Observation Research

Qualitative Observation Research
Consumer Research
Consumer Research
Q Expression of the
preferences,
opinions and
motivations of the
customer
Q
Q
Voice of the customer
Voice of the customer
Q
Q
Hands
Hands
-
-
on consumer
on consumer
research
research
Q
Q
Motivational research
Motivational research
Qualitative Observation Research
Qualitative Observation Research
Consumer Research
Consumer Research

Q
Q
Conducted by
Conducted by
direct observation
direct observation
by managers of the
by managers of the
way current
way current
customers use
customers use
specific products
specific products
and brands
and brands
Q
Q
Motivational research
Motivational research
Q
Q
Voice of the customer
Voice of the customer
Q
Q
Hands
Hands
-
-

on consumer
on consumer
research
research
Qualitative Observation Research
Qualitative Observation Research
Consumer Research
Consumer Research
Q
Q
Research method
Research method
directed at
directed at
discovering the
discovering the
conscious or
conscious or
subconscious
subconscious
reason that
reason that
motivates a
motivates a
person
person
’
’
s behavior
s behavior

Q
Q
Voice of the customer
Voice of the customer
Q
Q
Motivational research
Motivational research
Q
Q
Hands
Hands
-
-
on consumer
on consumer
research
research
Customer Visits in
Business-to-Business Marketing
Customer Visits in
Customer Visits in
Business
Business
-
-
to
to
-
-

Business Marketing
Business Marketing
Consumer Research
Consumer Research
Focus Group Research
Focus Group Research
Focus Group Research
Consumer Research
Consumer Research
Q
Q
A focus group is a carefully recruited
A focus group is a carefully recruited
group of
group of
Q
Q
Six to twelve people who participate in
Six to twelve people who participate in
a free wheeling,
a free wheeling,
Q
Q
One to two hour discussion that
One to two hour discussion that
focuses on a particular
focuses on a particular
Q
Q
Subject, such as product usage,

Subject, such as product usage,
shopping habits, etc.
shopping habits, etc.
Electronic Observational Research
Electronic Observational Research
Electronic Observational Research
Consumer Research
Consumer Research
Q
Q
Bar
Bar
-
-
coding and
coding and
scanning
scanning
Decision Support Systems
Decision Support Systems
Decision Support Systems
Consumer Research
Consumer Research
Q
Q
A decision support system
A decision support system
(DSS) is a set of computer
(DSS) is a set of computer
Q

Q
Software programs that help
Software programs that help
managers
managers
Q
Q
Make marketing mix decisions.
Make marketing mix decisions.
Decision Support Systems
Decision Support Systems
Decision Support Systems
Consumer Research
Consumer Research
Customer sends in
Customer sends in
warranty card, enters
warranty card, enters
sweepstakes, etc.
sweepstakes, etc.
Permission is given to
Permission is given to
to
to
record and use
record and use
information for direct
information for direct
marketing
marketing

Database elements
Database elements
are specified (name,
are specified (name,
address, hobbies,
address, hobbies,
etc.) The source of
etc.) The source of
record and data are
record and data are
added
added
Record is added to
Record is added to
database using
database using
database
database
management
management
software (e.g.,
software (e.g.,
Microsoft Access)
Microsoft Access)
Target segment is
Target segment is
specified and deep
specified and deep
-
-

segmentation statistical
segmentation statistical
analysis identifies
analysis identifies
hobbies, interest, usage
hobbies, interest, usage
situation, and
situation, and
promotion preferences
promotion preferences
Most appealing direct
Most appealing direct
-
-
marketing campaign
marketing campaign
is designed to
is designed to
promote most
promote most
appealing products
appealing products
and features to target
and features to target
segment
segment
Database is
Database is
updated, recording
updated, recording

response of
response of
customer to
customer to
campaign
campaign
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