Scribd Logo
Upload

Welcome to Scribd!

  • Pmarketing Research

    Uploaded by

    Elieza Nicolas
    9 views1 page
    This document outlines the steps in the marketing research process. It begins by defining marketing research and its purpose, which is to systematically investigate materials to establish facts and reach conclusions about new products, services, and customer satisfaction. The key steps are determining the research need, defining the problem/opportunity, establishing objectives, designing the research, identifying data sources, determining sampling methods, collecting data, analyzing results, and presenting findings. The goal is to help reduce risks and identify new opportunities through quantitative and qualitative research methods.

    Original Description:

    lecture

    Original Title

    pmarketing research

    Copyright

    © © All Rights Reserved

    Available Formats

    DOCX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Report this Document
    This document outlines the steps in the marketing research process. It begins by defining marketing research and its purpose, which is to systematically investigate materials to establish facts and reach conclusions about new products, services, and customer satisfaction. The key steps are determining the research need, defining the problem/opportunity, establishing objectives, designing the research, identifying data sources, determining sampling methods, collecting data, analyzing results, and presenting findings. The goal is to help reduce risks and identify new opportunities through quantitative and qualitative research methods.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    9 views1 page

    Pmarketing Research

    Uploaded by

    Elieza Nicolas
    This document outlines the steps in the marketing research process. It begins by defining marketing research and its purpose, which is to systematically investigate materials to establish facts and reach conclusions about new products, services, and customer satisfaction. The key steps are determining the research need, defining the problem/opportunity, establishing objectives, designing the research, identifying data sources, determining sampling methods, collecting data, analyzing results, and presenting findings. The goal is to help reduce risks and identify new opportunities through quantitative and qualitative research methods.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 1

    PM

    MARKETING RESEARCH  Quantitative


    What is research? - experimental research
    -the systematic investigation into and - descriptive research
    study of materials and sources in order to Step5. Identifying information type and
    establish facts and reach new conclusions. sources
    Marketing Research  Primary information (first hand)
     Marketing research is a function  Secondary information
    under a business organization’s Step6. Determining methods
    Marketing Information System(MIS)  Person-administered survey
     Marketing research is the process of  Computer-administered survey
    determining the viability of a new  Self-administered survey
    service or product  Hybrid survey
    The Purpose and Importance of Step7. Designing data collection forms
    Marketing Research  Introduction
    1. Identify viable new products and  Screening
    services  Core
    2. Enable risk reduction  Classification
    3. Identify market opportunities and - categorial response question
    threats - open-end question
    4. Pinpoint and anticipate market trends - matric question
    or changes. Step8. Determining sample plan and size
    5. Determine the level of customer Census - giving questionnaires to every
    satisfaction member of the target market population.
    6. Pre-test and post-test advertising Sample Size – describes how each sample
    and promotional campaigns element is to be drawn from the total
    7. Evaluate the results of test population.
    marketing Sample Plan – how many elements of the
    8. Evaluate the results of packaging, population should be used to make up the
    brand name, and label testing sample.
    9. Determine consumer price awareness Non Probability
    and sensitivity  Convenience sampling
    10. Undertake location studies  Judgement sampling
    Steps in the Marketing Research Process  Referral sampling
    Step1. Research need determination  Quota sampling
    Step2. Problem / opportunity definition Step9. Collecting data
    Step3. Establishing research objectives Step10. Analyzing data
    Step4. Determining research design Step11. Preparing and presenting final
     Qualitative report
    - exploratory research

    You might also like