Marketing nghiên cứu thị trường phần 7

Tham khảo tài liệu marketing nghiên cứu thị trường phần 7, kinh doanh - tiếp thị, quản trị kinh doanh phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả
Nội dung trích xuất từ tài liệu:
Marketing nghiên cứu thị trường phần 7The Marketing Research Process Research Design Research Master plan for research Master Identifies the need for primary versus secondary data versusThe Marketing Research Process Research Design Research Primary Data Secondary Data Information or statistics collected for the first time during a Previously published marketing research data data study studyThe Marketing Research Process Sources of Primary Data Sources Observation Survey Method Method Observational studies Telephone interviews Telephone are conducted by Mail surveys Mail actually viewing Personal interviews Personal objects, events, Focus group and/or a person’s and/or interviews interviews behavior behaviorThe Marketing Research Process Sources of Primary Data Sources Experimental Method In experiments the researcher manipulates one or more of the marketing mix variables and compares the effect on the experimental group to a control group that did not receive the manipulation receiveThe Marketing Research Process Sources of Secondary Data Sources Internal Data Government Data Census of Population Census Includes sales Census of Housing Census analysis reports, Census of Business Census financial performance Census of reports, cost analysis, Manufacturers Manufacturers product profit/loss Census of Agriculture Census statements, etc. statements, Census of Minerals Census Census of Governments GovernmentsThe Marketing Research Process Sources of Secondary Data Sources Research Firm Data Many private organizations Many provide information for the marketing executive e.g. trade associations, advertising agencies, “Survey of Buying Power.”The Marketing Research ProcessThe Define the problem Define Research design ResearchFeedback Data collection Data Analysis, interpretation and presentation andThe Marketing Research Process Sampling Techniques Sampling Population Census Collection of data Collection Total group that the Total from all possible researcher wants to sources in a study population or universeThe Marketing Research Process Sampling Techniques SamplingProbability Sample Sampling techniques where respondents have a known (nonzero) chance of being chosen beingThe Marketing Research Process Sampling Techniques SamplingProbability Sample Probability sample Simple Random Simple where researchers Sample Sample choose respondents from a complete list of the population ofThe Marketing Research Process Sampling Techniques SamplingProbability Sample Probability sample where researchers Simple Random Simple divide the complete Sample Sample population list into groups and then use Stratified Sample single random sampling techniques on the subgroups on