UNIT 6: MARKETING RESEARCH

MARKETING RESEARCH.

• DATA COLLECTIONS

• ANALYSIS

• CREATING DATA

• REPORTING DATA

USES OF MARKETING RESEARCH

• • Monitor marketing performance​

• • Improve marketing process​

• Generate, refine, and evaluate potential marketing actions

• • Identify marketing opportunities and problems​

WHAT IS CAUSAL RESEARCH?

BELOW SHOWS DESCRIPTIVE RESEARCH. EXCEPT

• QUALITATIVE

• QUANTITATIVE

• EXAMPLE : SURVEY

• USED FOR DETAILED DATA

WAYS TO COLLECT PRIMARY DATA:

• FOCUS GROUP

• OBSERVATION

• SURVEY

• EXPERIMENT

TYPES OF QUESTIONNAIRE

• BOTH

• CLOSE-ENDED

• OPEN-ENDED

PURPOSE TO ANALYSE DATA: Extract finding from collected data, make summaries and look for major data trends

• TRUE

• FALSE

METHODS TO PRESENT FINDINGS

• ORAL PRESENTATION

• EMAIL

• REPORT