Professional Documents
Culture Documents
Marketing Research
- Advanced market research & technology
- Virtual solution tools as a means of testing
- Large companies such as Proctor & Gamble (P&G) rely on this technology
- Improved insights into consumer responses
- Better service = better profits!
Marketing Research
- Consists of a set of techniques and principles for systematically collecting, recording,
analyzing and interpreting data that can aid decision makers involved in marketing
goods, services or ideas
Secondary Data
- Can be free or very inexpensive to obtain
- External sources:
- census data, trade journals, books, articles, reports
- can also be purchased from specialized research firms
- Downside: may not be specific or timely enough to solve the research needs
- Internal sources:
- From the company/firm itself
- Invoices, customer lists, other reports created by the firm
- Firms use data mining techniques to decipher large amounts of data
- Downside: may not be the data you need or the right data
Qualitative Research
-
Quantitative Research
- Information confirms early insights
- Uses surveys, formal studies, scanner & panel data
- Test the prediction or hypothesis
Web Surveys
- An important component of all quantitative surveys
- Ability to quickly design, launch, download & analyze data
- SurveyMonkey & Qualtrics are two popular online surveys
- Response rates are relatively high vs. other methods
Test Your Knowledge
- What is the typical response rate for online surveys?
A) 1 – 2 percent
B) 10 – 15 percent
C) 30 – 35 percent
D) 40 – 45 percent
Experimental Research
- systematically manipulates one or more variables to determine which variable(s) have a
causal effect