HOW TO ENVISION YOUR PROJECT IN MARKETING

RESEARCH

CONTENT MARKETING RESEARCH The Marketing Research Function The Marketing Research Methods Conducting International Marketing

Research Interpretive Research Computer Technology in Research

SALES FORECASTING Qualitative Forecasting Techniques Quantitative Forecasting Techniques

LESSON 4 A OBJECTIVES Describe the development of the marketing

research function and its major activities Explain the steps in the marketing research

process Distinguish between primary and secondary

data and identify the sources of each type Explain the different sampling techniques

used by marketing researchers Identify the methods by which marketing

researchers collect primary data Explain the challenges of conducting

marketing research in global markets Outline the most important uses of computer

technology in marketing research

OVERVIEW OF MARKETING RESEARCH

SAMPLING TECHNIQUES PRIMARY METHODS 1. Observation Method 2. Interpretive Researcho SURVEY METHODo 1. Telephoneo 2. Personal Interviewso 3. Focus Groupo 4. Mail and Fax Surveyso 5. Online Surveyso EXPERIMENTAL METHOD

CHALLENGES IN CONDUCTING MARKETING RESEARCH IN

GLOBAL MARKET Organized by more than 130 Nations Organized by Industry with more than

110 business sectors Personalized Counseling and

Customized Research Guidance on Improving International

Business Strategy Targeting Markets Overseas Evaluating International Business

Partners Increasing Brand Awareness

INTERPRETIVE RESEARCH method that observes a customer or

group of customers in their natural settings and then interprets their behavior based on an understanding of social and cultural characteristics of that setting

Focuses on understanding the meaning of a product or consumption experience in a consumer’s life.

- Interpretive Researcher spends extensive amount of time studying the culture called “Ethnographic Studies”.

COMPUTER TECHNOLOGY IN MR Computer Databases provide wealth of data for

marketing research designed to gather facts about consumers

MIS – company’s nerve center computer based system to provide decision makers with continuous flow of information relevant to areas of responsibility

MDSSs- software to help users quickly obtain and apply information that supports marketing decisions

DATA MINING- searching computerized data files to detect patterns

BI- to improve business strategy, tactics, daily operations

CI- finding about competitors’ published sources

QUIZ

1. Write at least 3 usual data needed in MR on these products?

2. Identify the principal and secondary types of data you need when your business is of this example

3. Explain in 2 sentences the why(s) in Number 2.

ASSIGNMENT Study Sales Forecasting Identify the major types of forecasting

methods Explain the benefits and limitations of

various forecasting techniques Compute examples of Quantitative

Forecasting Techniques Read Case 4.1 (GROUP OF FOUR)

Samsung and the Gamification Marketing Research and answer the 2 questions for critical thinking to be submitted next meeting after the Prelim Exam

THANK YOU

FOR YOUR ACTIVE PARTICIPATION