[Kinh Tế Học] Market Research - Nghiên cứu thị trường Phần 8 pdf

Problem Definition
Problem Definition
The Marketing Research Process
The Marketing Research Process
Q
Q
Well defined problems are half
Well defined problems are half
solved
solved
Q
Q
Help set research objectives
Help set research objectives
Q
Q
Help define data collection
Help define data collection
process
process
Exploratory Research
Exploratory Research
The Marketing Research Process
The Marketing Research Process
Q
Q
Helps gain understanding of the
Helps gain understanding of the
research question
research question
Q

Q
Aids in understanding the
Aids in understanding the
cause(s
cause(s
) of
) of
the problem
the problem
Q
Q
Discuss the problem with informed
Discuss the problem with informed
sources
sources
-
-
customers, suppliers, etc.
customers, suppliers, etc.
Q
Q
Analyze internal records and data
Analyze internal records and data
The Marketing Research Process
The Marketing Research Process
Feedback
Feedback
Q
Q
Research design

Research design
Q
Q
Data collection
Data collection
Q
Q
Analysis, interpretation
Analysis, interpretation
and presentation
and presentation
Q
Q
Define the problem
Define the problem
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.
”
”