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MARKET RESEARCH

MARKET RESEARCH. Marketing Management Session 4 September 22, 1999. SESSION OUTLINE. Different types of data Secondary data Collection methods Sampling Questionnaire design Types of research plans. TYPES OF DATA. RESEARCH PLANS. Exploratory research identify issues

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MARKET RESEARCH

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  1. MARKET RESEARCH Marketing Management Session 4 September 22, 1999

  2. SESSION OUTLINE • Different types of data • Secondary data • Collection methods • Sampling • Questionnaire design • Types of research plans

  3. TYPES OF DATA

  4. RESEARCH PLANS • Exploratory research • identify issues • first stage of descriptive or causal research • Descriptive research • describe phenomenon • representative sample • Causal research • experimentation

  5. EXPLORATORY RESEARCH • Small, homogeneous samples • Qualitative data • Focus groups • In-depth interviews

  6. DESCRIPTIVE RESEARCH • Representative sample • Surveys: • personal interviews • telephone interviews • mail questionnaires • Statistical analysis

  7. CAUSAL RESEARCH • Apply different treatments to more than one sample • Measure difference of effects • Field experiments • Laboratory experiments

  8. SAMPLING • Define sample universe • Choose sampling method: • random sampling • quotas • convenience • Choose sampling procedure: • random numbers • every 5th person

  9. QUESTIONNAIRE • Content: • topics • order of questions • types of questions (open/closed) • Labeling: • ambiguity • double-barreled questions • choice of answers

  10. SAMPLE QUESTIONS

  11. NEXT CLASS • Buyer Behaviour • consumer behaviour (chap. 5) • industrial buyer behaviour (chap. 6) • Model of buyer behaviour • Types of behaviour • Decision-making process • The buying centre

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