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  • Marketing Research: An Overview

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    Marketing research involves collecting information to help make marketing decisions. It helps understand environments, segment markets, develop marketing mixes, identify customers, sustain existing products, and plan new products. The marketing research process includes identifying problems, setting objectives, gathering secondary data, identifying gaps, designing research instruments, sampling, collecting primary data, analyzing data, and presenting conclusions. Secondary data comes from internal company records or external sources like publications, government agencies, and research firms. Samples are subsets of target populations used to generalize to the whole population. Sampling methods include random, convenience, judgment, and quota sampling. Research instruments include questionnaires, interview guides, observation, and experimentation.

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    Intro to Research

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    Marketing research involves collecting information to help make marketing decisions. It helps understand environments, segment markets, develop marketing mixes, identify customers, sustain existing products, and plan new products. The marketing research process includes identifying problems, setting objectives, gathering secondary data, identifying gaps, designing research instruments, sampling, collecting primary data, analyzing data, and presenting conclusions. Secondary data comes from internal company records or external sources like publications, government agencies, and research firms. Samples are subsets of target populations used to generalize to the whole population. Sampling methods include random, convenience, judgment, and quota sampling. Research instruments include questionnaires, interview guides, observation, and experimentation.

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    4 views10 pages

    Marketing Research: An Overview

    Uploaded by

    Joji_Khan_5260
    Marketing research involves collecting information to help make marketing decisions. It helps understand environments, segment markets, develop marketing mixes, identify customers, sustain existing products, and plan new products. The marketing research process includes identifying problems, setting objectives, gathering secondary data, identifying gaps, designing research instruments, sampling, collecting primary data, analyzing data, and presenting conclusions. Secondary data comes from internal company records or external sources like publications, government agencies, and research firms. Samples are subsets of target populations used to generalize to the whole population. Sampling methods include random, convenience, judgment, and quota sampling. Research instruments include questionnaires, interview guides, observation, and experimentation.

    Copyright:

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    of 10

    Marketing Research

    An Overview

    What is Marketing Research?

    All activities which enable an organization to obtain the information it needs to make decisions in all phases of the marketing process

    Marketing Research helps in:


    Understanding the environments Segmentation Developing a Marketing Mix Identifying present & potential consumers Sustaining and nurturing growth of existing products Planning and developing new products (concept testing)

    The Marketing Research Process


    Identification of problem Set Objectives Identifying (internal & external) sources of (secondary) data Gathering (secondary) data from the identified sources Identify the discrepancy between the problem and existing (secondary) data

    Marketing Research Process (Cont)


    Identify Target Population Design Research Instruments Perform Sampling Collect Primary Data Process and Analyze Data Conclude & Present

    Sources of Secondary Data


    Internal: Companys own records & reports External: Periodicals, newspapers, internet etc. Govt. Agencies & Institutions Research Firms

    Target Population & Sampling

    Target population is the entire number of units relevant to a research problem A sample is a subset of a target population Q: Why do we draw a sample?

    Sampling Methods

    Random Sampling Methods Simple Random Sampling Systematic Random Sampling Stratified Random Sampling Cluster Sampling Multi-stage Cluster Sampling

    Sampling Methods

    Random Sampling Methods Convenience Sampling Judgment Sampling Quota Sampling

    Research Instruments

    Questionnaire (for Survey)


    Interview Guide (for Depth Interviews)

    Observation Experimentation

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