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Market Research

Market Research. Types of Market Research. Primary Research New information that you gather yourself Not already in published material Also known as “field research” Secondary Information collected for a specific purpose by someone else Government statistics Trade publications

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Market Research

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  1. Market Research

  2. Types of Market Research • Primary Research • New information that you gather yourself • Not already in published material • Also known as “field research” • Secondary • Information collected for a specific purpose by someone else • Government statistics • Trade publications • Published academic research • Also known as “desk research”

  3. Marketing • In the simplest form, marketing is finding out what the customer WANTS and NEEDS. • A business that hopes to be successful needs to be aware of the needs and wants of its customers. • Main aim of marketing is to discover those wants and needs, then plan and organize a way to meet the customers’ requirements

  4. Market Research Tools • Internet • Surveys/Questionnaires • Focus Groups • Personal interviews • Mail • POS Terminals • Telephone

  5. Questions • Who has provided some personal information to a company within the last week? How? • What are some other ways companies collect information and data about you as either a customer or potential customer?

  6. Participation Incentives • Mail-in Rebates • Online Rebates • Warranty Cards • Free stuff (products, subscriptions)

  7. Process

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