[Kinh Tế Học] Market Research - Nghiên cứu thị trường Phần 6

Trong kinh tế học, thị trường được hiểu rộng hơn, là nơi có các quan hệ mua bán hàng hóa, dịch vụ giữa vô số những người bán và người mua có quan hệ cạnh tranh với nhau, bất kể là ở địa điểm nào, thời gian nào.
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[Kinh Tế Học] Market Research - Nghiên cứu thị trường Phần 6Decision Support System Marketing Database MarketingInternal components External components Sales analysis Secondary data Sales Secondary Cost analysis Purchase of Cost syndicated Financial records Financial commercial data commercial Marketing research MarketingConsumer Research Consumer Survey Research Consumer Criteria Direct/Cold Mail Panels Telephone Personal In- Mall Mailing Home Intercept Complexity and Substantial, versatility Not much Not much difficult to use Highly flexible Most flexible Limited to < 25 Quantity of data Substantial Substantial Short Greatest quantity minutes Good, nonlisted a Sample control Little Substantial problem Greatest controls Problematic Clear up Better for sensitive ambiguities, questions, no socially accepted Unnatural testing Quality of data claifier answers Cheating bias Response rate ~10% 70-80% 60-80% 80% + 0.8 Faster than mail, Several weeks + slower than Speed follow ups Several weeks 3-4 weeks telephone A few days $2.50 per Relatively Less expensive Cost interview Lowest Not as low as mail expensive than in-home Executive, Pervasive-concept industrial, Studies that tests, name tests, medical, require national package tests, Uses readership All areas samples Product testing copy testsConsumer Research Consumer Survey Research Consumer Reliability Reliability The consistency of measurement over time time Validity ValidityConsumer Research Consumer Survey Research Consumer Reliability Reliability The accuracy in measuring what is intended to be measured measured Validity ValidityConsumer Research Secondary Research Secondary www.census.gov www.stat-usa.gov www.yahoo.com www.altavista.com www.lycos.com Competitor Research CompetitorResearch MarketResearchHistoryAudit CurrentAuditCompetitors Competitor Research CompetitorResearch Market Researching theHistoryHistory history of the market marketAudit Current Identifies theCompetitorsCompetitors marketing mix and product product dimensions on which sellers have competed strong competedCompetitor Research Levels of Competition Levels Ice Beer Cream Cream Regular Juice Colas Wine Diet-Rite Diet- Cola Co ...