1 / 10

Marketing Research

Marketing Research. And Project. Types of Marketing REsearch. Quantitative Research Qualitative Research Attitude Research Market Intelligence Media Research Product Research. Quantitative Research. Answers questions that start with “how many” or “how much”

nau
Download Presentation

Marketing Research

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Marketing Research And Project

  2. Types of Marketing REsearch • Quantitative Research • Qualitative Research • Attitude Research • Market Intelligence • Media Research • Product Research

  3. Quantitative Research • Answers questions that start with “how many” or “how much” • This type usually gathers information from large numbers of people and relies heavily on questionnaires. • Ex: Survey on grocery buying habits.

  4. Qualitative Research • Focuses on smaller numbers of people (<100) • Tries to answer “why” or “how” • Relies heavily on in-depth interviews rather than surveys • Could be research about attitudes, behaviors, market segments, advertising media, brands, prices, employees, and every other aspect of marketing • Ex: Interviews with people about what they think of a new product feature

  5. Attitude Research • Also known as opinion research • Designed to obtain information on how people feel about certain products, services, companies, or ideas • Ex: Gallup Poll – politics • Ex: Satisfaction survey after service

  6. Market Intelligence • Concerned with the size and location of a market • Existing market data and new research are used to assemble a profile of present and potential customers, competitors and the overall industry • Used for sales trends, determining target markets, sales forecasting, economic forecasting

  7. Media Research • Also known as advertising research • Focuses on issues of media effectiveness, selection, frequency and ratings • Often conducted to determine which media are most effective for getting an advertising message to a particular market • Statistics are taken from media outlets for comparisons • Ex: Neilson Ratings, Magazine/Newspaper circulation, etc.

  8. Product research • Centers on evaluating product • Design • Package design • Usage • Consumer acceptance • Concept testing, product positioning and pricing studies are frequently done with focus groups.

  9. Your Project (if you choose) • You will be assigned a project team after we conclude with our advertising project and will do the following: • Determine a product or idea that you would use a focus group to test • Determine what you are wanting to find out from this focus group • Create questions and a script to use with your focus groups • Determine how you will derive meaningful data from your focus group • Write up the conclusions and recommendations that you were able to get from your research

  10. PVR Research • Go here and complete the handout you are given. • www.pvr-research.com

More Related