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Market Research

Market Research. Marketing Intern. Project Goal: By the end of this unit, you will develop an effective marketing research study for a mobile phone company. Think about: The various mobile phone companies and the products they offer. Making a list of mobile phone features

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Market Research

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  1. Market Research

  2. Marketing Intern • Project Goal: • By the end of this unit, you will develop an effective marketing research study for a mobile phone company. • Think about: • The various mobile phone companies and the products they offer. • Making a list of mobile phone features • Visiting mobile phone retailers to observe merchandising the promotional strategies.

  3. TURN TO PAGE 700Your objective is to develop an effective marketing research study on teenaged cell phone users for your client, a mobile phone company. Describe the scenario in your own words: What are the five steps?

  4. Definitions: • Primary research • Secondary research • Market research • Marketing information system • Marketing plan • Marketing strategies • Database marketing • database

  5. Create a Graphic Organizerto explain Marketing Research

  6. What is Primary Data? Research ___________for the first time and relates directly to the collector’s study. • How do I collect primary data? • Observation • Interviews – in person, by phone, through mail • Surveys • Observe buyers at competitor’s site • Focus groups

  7. What is Secondary Data? Information collected ___ someone ______for their own purposes. • Where do I find Secondary Data? • Internet • Government and community organizations • Website of the U.S. Census Bureau • Chamber of Commerce • Trade associations • Trade publications • Commercial research agencies

  8. Five Steps of Market Research

  9. Examples of organized data:

  10. Raw Data Sources • Survey Method • Technological Methods • Personal Interview • Mail Survey • Internet Survey • Observation Method • Experimental Method • Point-of-Sale Research

  11. Obtaining Data Discovery Project Activity Time

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