英国大学市场营销讲义Lect5-7(3个文件)英文版Lect5_presentation幻灯片.pptVIP

Lecture 5: Marketing Research  Lecture Objectives Research - Why? Processes Involved Analysis Reporting The provision of information about markets and the reaction of these various products, price, distribution and promotion actions. Why is marketing research important? List 5 reasons Marketing research 2 A marketing information system Marketing environment The company Customers Competitors Suppliers Distributors Economic Social Legal Technological Physical forces Marketing information system Internal continuous data Internal ad-hoc data Environmental scanning Marketing research Marketing decision-making Strategic external continuous data external ad-hoc data new products and markets competitive strategy sales force monitoring advertising copy Tactical 4 Descriptive or experimental research The Marketing Research Process Initialcontact (1) Researchbrief (2) Researchproposal (2/3) Main data collection stage (3/4) Data analysis and interpretation (4) Report writingand presentation (5) Exploratory research Preliminary stage Objective is to identify/understand the research question and the background scenario Initial contact Research brief Background information Sources of information Scale of the project The timetable Marketing research - what is involved? Objective - a firm decision is taken to go ahead with research. Commence detailed background studies and prepare data collection methods/instruments. Research proposal What will be done How much will it cost How long will it take Exploratory research Literature review Secondary sources Publicly available data The second stage Choose methods (channel where applicable) Decisions on Quantitative methods Face to face interviews Mail surveys Telephone interviews Internet surveys (email and web based) Identify population and select sample Simple random sampling Stratified random sampling Cluster sampling Stage three The objective is to design the data collection instrument Plan Design Ordering of topics