A4.4 Explain why beginning with quality market research is more likely to ensure success.
A4.5 Assess marketing information needs.
A4.6 Compare and contrast tools for conducting and analyzing marketing research.
A4.7 Analyze the role of ethics as it relates to marketing information management.
A4.5 Assess marketing information needs.
A4.6 Compare and contrast tools for conducting and analyzing marketing research.
A4.7 Analyze the role of ethics as it relates to marketing information management.
Why should you do market research? Ultimately to
- satisfying customer needs.
- Profitable sales!
5 steps to the market research process
1. Define the problem
2. Analyze the situation
3. Collect problem specific data
4. Interpret the data
5. Develop conclusions
1. Define the problem
2. Analyze the situation
3. Collect problem specific data
4. Interpret the data
5. Develop conclusions
HOW TO COLLECT DATA
PRIMARY DATA
Observation
written or computer Survey
Focus Group
sales records
one to one interview/ phone surveys
SECONDARY DATA
data already collected by someone else, but you go get it to study your problem
PRIMARY DATA
Observation
written or computer Survey
Focus Group
sales records
one to one interview/ phone surveys
SECONDARY DATA
data already collected by someone else, but you go get it to study your problem
Assignment:
1. pick a school problem (define the problem, or state your hypothesis)
2. How are you going to collect data?
3. Collect that data
4. Interpret the data
5. Develop conclusions
Show me the survey you wrote and your data that you collected. Summarize it.
Write out all your data as follows
Out of 15 respondents....
...4 said they didn't like it
....10 said they liked it
... 1 said they were unsure.
Then write a summary paragraph as to what you found out form your survey
1. pick a school problem (define the problem, or state your hypothesis)
2. How are you going to collect data?
3. Collect that data
4. Interpret the data
5. Develop conclusions
Show me the survey you wrote and your data that you collected. Summarize it.
Write out all your data as follows
Out of 15 respondents....
...4 said they didn't like it
....10 said they liked it
... 1 said they were unsure.
Then write a summary paragraph as to what you found out form your survey