Marketing nghiên cứu thị trường phần 5

Tham khảo tài liệu marketing nghiên cứu thị trường phần 5, kinh doanh - tiếp thị, quản trị kinh doanh phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả
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Marketing nghiên cứu thị trường phần 5Decision Support System Components of a System Components Integration with planMarketing Database Dissemination Marketing to decision Information makers SystemDecision 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 ...