Kristal The Marketing Research Process 1
Managers consider several factors before embarking on a marketing research project.
Managers consider several factors before embarking on a marketing research project.
Kartei Details
| Karten | 19 |
|---|---|
| Sprache | English |
| Kategorie | Marketing |
| Stufe | Universität |
| Erstellt / Aktualisiert | 09.04.2014 / 13.03.2015 |
| Lizenzierung | Keine Angabe |
| Weblink |
https://card2brain.ch/box/kristal_the_marketing_research_process_1
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| Einbinden |
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The Marketing Research Process
Step 1: Defining the Objectives and Research Needs
Step 2: Designing the Research Project
Step 3: Data Collection Process
Step 4: Analyzing Data
Step 5: Presenting Results
Step 1: Defining the Objectives and Research Needs
- what information is required
- how that information should be obtained
Step 2: Designing the Research Project
- identify the type of data needed
- determine the type of research
- secondary or primary Data
Step 3: Data Collection Process
the collection can employ either exploratory (IDI) or conclusive (Survey) research
Step 4: Analyzing Data
organizing, analyzing, and interpreting data (to get information)
Step 5: Presenting Results
Executive Summary (Kurzdarstellung), the Body of the report (which discusses the research objectives, methodology used, and detailed findings), the Conclusions, the Limitations, and Supplements (tables, figures, and appendixes).
Defining Marketing Research
“Marketing research is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company.”
Redefining Marketing Research:
The function which links the consumer, the customer, and public to the marketer through information used to:
- Identify and define market opportunities and problems
- Generate, refine, and evaluate marketing performance
- Monitor marketing performance
- Improve understanding of marketing as a process
