marketingChapter 6

1、International Marketing,Lectured by Chen Xiaodong,2015.9,Chapter 6: Marketing Research,Objectives Steps in marketing research Methods of marketing research Challenges of conducting marketing research in global markets,Why we do marketing research?,Understand customers needs, wants, and preferences S

2、egment markets and identify the targets Find out what competitors do Provide necessary information for marketing decisions,6.1 Marketing Research System,What is marketing research ?,Marketing research is the systematic design, collection, analysis, and reporting of data and findings relevant to a sp

3、ecific marketing situation facing an organization.,Marketing research activities,Studies of market potential and share Assessment of customer satisfaction and purchase behavior Analysis of product, pricing, promotion and distribution programs of the major competitors,Information sources,In-house res

4、earch teams,Proctor &Gamble,carries out 1000 research projects by calling or visiting 1 million people annually,Marketing research firms - Nielsen National Research Group,Complete market research projects Limited number of activities Assistance in developing advertising strategies Keeping track of b

5、rand awareness,Category of marketing research firms,Major issues for using outside marketing research firms,6.2 Marketing research process,Step 1 Defining problem,How to define the a problem properly (not too broad nor too narrow) Ask the right question A well-defined problem allows the researcher t

6、o focus on securing the precise information necessary for solution, so the research process will be efficient and accurate. Exploratory research seeks to discover the cause of a specific problem.,Step 2 Develop the plan,It calls for decisions on data sources, research approaches, research instrument

7、s, sampling plan, and contact methods.,Sales performance records Financial statements Marketing cost analysis,Secondary data Primary data,Step 3 Collect information,Expensive and prone to errors Computer and telecommunication provide better collecting methods,Step 4 Analyze information,Frequency dis

8、tribution Averages and dispersion Major variables,Step 5 Present findings,Oral and written reports are necessary to reduce misinterpretation to minimum. Reports are directed to the right and appropriate management . Reports should be brief, clear, with conclusion and suggested actions.,6.3 Marketing

9、 Research Approaches,Data collection is an integral part of the marketing research process. Research start their investigation by examining secondary data. Secondary data serve as a starting point. Time-consuming parts of the collecting data is determining what method the marketer should use.,6.3 Ma

10、rketing Research Approaches,Alternative research process,Primary methods,There are four major research methods data: Observation by observing people, action and situation p91 Focus group group interviewing Survey ask questions Experiment compare the results of controlled groups (test-marketing) p92,

11、Research instruments,They have a choice of two main research instruments in collecting primary data: Questionnaire a set of questions including closed-end questions and open-end questions. It is cost-effective and flexible. Common instrument for primary data. Closed-end questions Opened-end question

12、s Mechanical devices machines to measure peoples interests, emotions and responses,Sampling,The process and methods of selecting survey respondents or research participants. Probability sample: every one has a chance to be selected. Non-probability sample: rely on personal judgment.,Contact methods,

13、There are three ways to contact people: Telephone interview quick , easy, and cheap and have high response rate Personal interview most expensive, more efforts and supervision but accurate and detailed information can be obtained Online interview quick, easy, cheapest. Means include questionnaires,

14、banners, emails, chat rooms.,6.4 Global marketing research,Secondary information from government agencies, official embassies and publications Language barriers in effective communication Cultural barriers in capturing all citizens attention and interests, avoid offending Exam target countrys business environment and legal regulation on research Better using local research firms Adapt data collecting methods to the national situations,Key terms,Marketing research Custom marketing research fi