世界行銷講座之經(jīng)營環(huán)境分析-文庫吧資料
2025-02-05 11:38本頁面
【正文】 zing, and interpreting data about customers, petitors, and the business environment to improve marketing effectiveness. ? We are trying to improve the effectiveness of our marketing decision making, and we can do that by getting better information. ? Marketing intelligence: information about a firm’s external environment, which allows marketers to monitor conditions that affect demand for existing products or create demand for new products. ? Gathering marketing intelligence is an ongoing process, whereas marketing research refers to more objectivedriven activities. 4 Marketing: Real People, Real Decisions The Marketing Research Process Secondary data Focus groups Depth interviews Survey Experiment Problem definition Exploratory research Formal research design Observation 5 Marketing: Real People, Real Decisions The Marketing Research Process Probability Nonprobability Conclusion and report Sampling Data collection and analysis Decision making Storage for future decision making Back to Problem definition 6 Marketing: Real People, Real Decisions The Marketing Research Process ? Defining the problem to be investigated is the first step in the marketing research process. Defining the problem has three ponents: – Specify research objectives – Identify consumer population – Assess environmental context ? Finding out what consumers really think about your products can be a good research objective, as discovered by MercedesBenz. ? Research design: a plan that specifies what information marketers will collect and what type of study they will do. ? The first thing to do is to look at what has been done already, called secondary research. 7 Marketing: Real People, Real Decisions The Marketing Research Process (continued) ? Exploratory research: technique that marketers use to generate insights for future, more rigorous studies, and to help define the problem. This type of research produces qualitative data. ? Exploratory research can include secondary research, consumer interviews, focus groups, case studies, and ethnographies. ? Secondary research: an examination of research already conducted by others, and other sources of external information. ? Statistics Canada’s Market Research Handbook is a good source of information, as are bank web sites, and marketing research associations. ? It is better to find out what is available before deciding to cond
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