The document outlines the process of marketing research and focuses on the collection of data sources and methods. It discusses secondary and primary data sources, and qualitative and quantitative data collection methods like surveys, observation, interviews, and focus groups. Specifically, it provides details on different types of surveys, advantages and disadvantages of various data collection techniques, and examples of collecting both qualitative and quantitative data.
Here is a draft questionnaire about chocolates:
Open questions:
1. What is your favorite type of chocolate (e.g. milk, dark, white) and why?
Closed questions:
2. How often do you eat chocolate?
a) Daily
b) Weekly
c) Monthly
d) Rarely
3. When do you typically eat chocolate?
a) As a snack
b) After meals
c) Holidays/special occasions
d) Other
"Do not use" questions:
4. Do you like chocolate or not? (Two questions in one)
5. On a scale of 1 to 10, how embarrassed would you feel being
Here are two examples of each type of research design:
Exploratory research:
1) A clothing company wants to launch a new line of athletic wear for seniors. They conduct informal interviews with seniors to explore their needs and preferences for this type of clothing.
2) A restaurant is considering opening a new location in a suburban area. They do some exploratory research by talking to residents of that community to learn more about their dining preferences and gather ideas about what type of restaurant might attract customers.
Descriptive research:
1) A hotel surveys its guests to describe their demographic characteristics, how often they stay at the hotel, what amenities are important to them, and their satisfaction levels.
2) A grocery store
The document provides an overview of marketing research, outlining the four key steps in the marketing research process: 1) defining the problem and research objectives, 2) developing the research plan, 3) implementing the research plan by collecting and analyzing data, and 4) interpreting and reporting findings. It discusses different types of research objectives and approaches, and how to choose appropriate data collection methods and samples. The goal of marketing research is to provide an essential link between the market and marketing manager by bringing the voice of the customer.
The document discusses marketing research and the marketing research process. It describes 5 marketing problems that research could help address, such as a restaurant wanting to understand student dining habits and a company assessing advertising effectiveness. The 6 steps of the marketing research process are outlined as defining problems/objectives, developing a research plan, collecting information, analyzing the information, presenting findings, and making decisions. Various sources of marketing data are also examined, including internal records, secondary data, publicly and privately generated data, and methods for collecting primary data both online and in real-space.
This document discusses research methods for creating new media products. It defines four common research methods - primary, secondary, quantitative, and qualitative research - and provides examples of their advantages and disadvantages. The document then asks questions about which research methods a student used for assignments in Year 11 photography and advertising units. The student responds that they used secondary research on the internet and primary research through questionnaires to collect both quantitative and qualitative data. Information was stored in PowerPoint, bookmarks, browsing history, blogs, Word documents, and files/folders. The student describes research techniques like practicing shots and researching real products and advertising. They say they would conduct more audience research like filming if repeating the projects.
This document provides an overview of marketing research and the marketing research process. It discusses the five steps in the process: 1) defining and locating the problem, 2) assessing decision factors, 3) collecting relevant information through methods like surveys, observation, and sampling, 4) finding a solution, and 5) evaluating the results. It also covers topics like secondary and primary data collection, questionnaire construction, and types of questions. The overall goal of marketing research is to systematically gather and analyze information to help organizations make better marketing decisions.
The document outlines the six steps of the Big6 research process: 1) Task Definition, 2) Information Seeking Strategies, 3) Location and Access, 4) Use of Information, 5) Synthesis, and 6) Evaluation. These steps provide a framework for efficiently conducting research on any topic or question. The document emphasizes that becoming information literate by learning and applying these research skills is essential for success in school and life.
The document discusses marketing information systems and how they are used to gain customer insights. It defines a marketing information system as people and processes for assessing information needs, developing needed data, and helping decision-makers use the information to understand customers and markets. It describes how marketing research is used to collect both secondary and primary data to inform these insights. Secondary data involves using existing information, while primary data like surveys, observations, and experiments are collected specifically for a given purpose. The key steps in marketing research are defining problems and objectives, developing a research plan, implementing the plan by collecting and analyzing data, and reporting findings back to decision-makers.
Here is a draft questionnaire about chocolates:
Open questions:
1. What is your favorite type of chocolate (e.g. milk, dark, white) and why?
Closed questions:
2. How often do you eat chocolate?
a) Daily
b) Weekly
c) Monthly
d) Rarely
3. When do you typically eat chocolate?
a) As a snack
b) After meals
c) Holidays/special occasions
d) Other
"Do not use" questions:
4. Do you like chocolate or not? (Two questions in one)
5. On a scale of 1 to 10, how embarrassed would you feel being
Here are two examples of each type of research design:
Exploratory research:
1) A clothing company wants to launch a new line of athletic wear for seniors. They conduct informal interviews with seniors to explore their needs and preferences for this type of clothing.
2) A restaurant is considering opening a new location in a suburban area. They do some exploratory research by talking to residents of that community to learn more about their dining preferences and gather ideas about what type of restaurant might attract customers.
Descriptive research:
1) A hotel surveys its guests to describe their demographic characteristics, how often they stay at the hotel, what amenities are important to them, and their satisfaction levels.
2) A grocery store
The document provides an overview of marketing research, outlining the four key steps in the marketing research process: 1) defining the problem and research objectives, 2) developing the research plan, 3) implementing the research plan by collecting and analyzing data, and 4) interpreting and reporting findings. It discusses different types of research objectives and approaches, and how to choose appropriate data collection methods and samples. The goal of marketing research is to provide an essential link between the market and marketing manager by bringing the voice of the customer.
The document discusses marketing research and the marketing research process. It describes 5 marketing problems that research could help address, such as a restaurant wanting to understand student dining habits and a company assessing advertising effectiveness. The 6 steps of the marketing research process are outlined as defining problems/objectives, developing a research plan, collecting information, analyzing the information, presenting findings, and making decisions. Various sources of marketing data are also examined, including internal records, secondary data, publicly and privately generated data, and methods for collecting primary data both online and in real-space.
This document discusses research methods for creating new media products. It defines four common research methods - primary, secondary, quantitative, and qualitative research - and provides examples of their advantages and disadvantages. The document then asks questions about which research methods a student used for assignments in Year 11 photography and advertising units. The student responds that they used secondary research on the internet and primary research through questionnaires to collect both quantitative and qualitative data. Information was stored in PowerPoint, bookmarks, browsing history, blogs, Word documents, and files/folders. The student describes research techniques like practicing shots and researching real products and advertising. They say they would conduct more audience research like filming if repeating the projects.
This document provides an overview of marketing research and the marketing research process. It discusses the five steps in the process: 1) defining and locating the problem, 2) assessing decision factors, 3) collecting relevant information through methods like surveys, observation, and sampling, 4) finding a solution, and 5) evaluating the results. It also covers topics like secondary and primary data collection, questionnaire construction, and types of questions. The overall goal of marketing research is to systematically gather and analyze information to help organizations make better marketing decisions.
The document outlines the six steps of the Big6 research process: 1) Task Definition, 2) Information Seeking Strategies, 3) Location and Access, 4) Use of Information, 5) Synthesis, and 6) Evaluation. These steps provide a framework for efficiently conducting research on any topic or question. The document emphasizes that becoming information literate by learning and applying these research skills is essential for success in school and life.
The document discusses marketing information systems and how they are used to gain customer insights. It defines a marketing information system as people and processes for assessing information needs, developing needed data, and helping decision-makers use the information to understand customers and markets. It describes how marketing research is used to collect both secondary and primary data to inform these insights. Secondary data involves using existing information, while primary data like surveys, observations, and experiments are collected specifically for a given purpose. The key steps in marketing research are defining problems and objectives, developing a research plan, implementing the plan by collecting and analyzing data, and reporting findings back to decision-makers.
The document discusses research methods used for assignments in year 11 photography and advertising units. It describes using primary research like questionnaires and focus groups for audience feedback, and secondary research on the internet to research photographers, techniques, and real advertising examples. Both quantitative and qualitative research was utilized. Information was stored and organized using PowerPoints, bookmarks, word docs, blogs, and physical folders to collate and reference for the projects.
The document discusses different research methods including primary, secondary, quantitative, and qualitative research. It provides definitions and advantages/disadvantages of each method. The student then reflects on the research methods they used in their Year 11 assignments, including using primarily primary research and questionnaires for their photography assignment, and mostly secondary research from online sources for their advertising assignment. They note they did not record the websites used. The student discusses how they may improve their research process if completing the assignments again, such as adding qualitative data collection and carrying out their own audience research.
Unit 1 research methods worksheet for year 10cocknoodle456
This document discusses different research methods including primary, secondary, quantitative, and qualitative research. It provides definitions and advantages and disadvantages of each method. Primary research involves collecting your own data through methods like questionnaires. Secondary research uses existing information found online. Quantitative research measures and analyzes numerical data using statistics, while qualitative research provides rich details but can be time-consuming. The document asks what research methods a student used in past assignments and how they organized the information collected. It inquires about research techniques used like the internet or site visits. The student reflects that they would use more methods if redoing past projects to obtain more useful information.
This document discusses research methods for creating new media products. It defines primary, secondary, qualitative, and quantitative research methods and provides examples. The document then asks what research methods were used for assignments in year 11 photography and advertising units. It discusses using primary research like questionnaires and focus groups, as well as secondary research from the internet to find photographers and techniques. Information was stored in PowerPoints, bookmarks, word docs, and folders on computers and in binders. All listed research methods were used for the assignments.
This document outlines the marketing research process in 6 steps: 1) define the problem and objectives, 2) develop a research plan including data sources and collection methods, 3) collect information, 4) analyze the data, 5) present findings, and 6) make a decision. It describes common data collection methods like surveys, focus groups, and observational research, as well as potential barriers to using marketing research effectively.
This document outlines the marketing research process and key concepts in marketing research. It discusses the five steps in the marketing research process: 1) defining objectives and research needs, 2) designing the research, 3) collecting the data, 4) analyzing data and developing insights, and 5) developing and implementing an action plan. It also describes secondary and primary data sources and collection techniques, and compares the advantages and disadvantages of secondary and primary research. Finally, it addresses the ethics of using customer information in marketing research.
Outline the four steps in the data collection process.Explain why .pdfSIGMATAX1
Outline the four steps in the data collection process.
Explain why it is so important to be systematic in collecting data.
Solution
Step 1: Identify issues and/or opportunities for collecting dataordata collection goals
what problem are you trying to solve by collecting this data?
Step 2:Develop operational definitions and procedures.
Here we need to be very clear as to what we are measuring, how it is to be measured, and who is
to measure it. Often times we will employ sampling in which case we need to define a sampling
plan.
. Who will the data be collected about?
. Who will the group of interest be compared to?
. What locations or geographical areas will the data be gathered from?
. What categories will be used to identify the group of interest and comparator group?
Step 3 : How should data be collected and What sources of data should be used to collect
information?
There are several methods of collecting data: online-surveys, phone interviews, focus groups and
yes, even dreaded handwritten surveys. Each type possesses its own advantages and
disadvantages. Whichever method you use, there are bound to be obstacles to overcome along
the way.
What sources of data should be used to collect information?
Pre-existing or official data
Survey data
Interviews and focus groups
Observed data
. Two types of data are used in any field of research: qualitative and quantitative.
Qualitative data:
Typically, data is called “qualitative” if it is in the form of words, but may also include any
information that is not numerical in form, such as photographs, videos and sound recordings.
Qualitative methods are aimed at describing a specific context, event, people or relationship in a
broad contextual way, by trying to understand the underlying reasons for behaviour, thoughts
and feelings.
Common qualitative research methods include observation, one-on-one interviews, focus groups
and intensive case studies
Quantitative data:
Typically, data is called “quantitative” if it is in the form of numbers.
A quantitative approach can be used to count events or the number of people who represent a
particular background.
Common quantitative tools include surveys, questionnaires and statistical data (such as Statistics
Canada census information).
It is important to note that all quantitative data is based on qualitative judgment. In other words,
numbers cannot be interpreted by themselves, without understanding the assumptions that
underlie them.
A good research effort involves the use of both types. Both approaches, while distinct, can
overlap and rely on the other to produce meaningful data, analysis and results.
Step 4 : Analyze and interpret data and Act on results
Explaining the technical steps involved in analyzing and interpreting data is beyond the scope of
this guide. An organization will have to determine whether it has the internal capacity and
expertise to analyze and interpret data itself, or whether it will need the help of an external
consultant.
. A summa.
A marketing information system (MIS) consists of people, equipment, and procedures to gather, analyze, and distribute market information to help managers make decisions. The key functions of an MIS are to assess information needs, develop needed internal and external information through marketing research and intelligence, and distribute the right information to managers on time. The marketing research process involves defining problems, developing a research plan using secondary and primary data collection methods, implementing the research plan, and interpreting and reporting findings.
Unit 1 research methods worksheet for year 10Chickenboi8
This document discusses research methods for developing new media products. It defines four research methods - primary, secondary, quantitative, and qualitative research - and provides examples of how each could be used. Primary research involves directly collecting data through surveys or interviews. Secondary research uses existing online sources. Quantitative research uses statistical analysis and numbers, while qualitative research seeks to understand perspectives through interviews and focus groups. The document then asks questions about what research methods a student used for past media assignments, how they organized the information collected, and what techniques they would use if doing the projects again.
The document outlines the 11 steps of the marketing research process: 1) establishing the need for research, 2) defining the problem, 3) establishing research objectives, 4) determining research design, 5) identifying information sources, 6) determining data collection methods, 7) designing collection forms, 8) determining sample size, 9) collecting data, 10) analyzing data, and 11) preparing and presenting the final report. Each step is briefly described in the document.
Unit 1 research methods worksheet for year 10 (2)lilycurtis
This document discusses research methods for developing new media products. It defines four research methods - primary, secondary, qualitative, and quantitative research - and their advantages and disadvantages. Primary research involves collecting first-hand data, while secondary research examines existing research. Quantitative research uses statistical analysis, while qualitative research seeks to understand people's opinions and motivations. The document then asks questions about the research methods and techniques used by the student in their year 10 assignments, including using primary and secondary research, saving information from websites and videos, and using the internet to research for a festival bag project. The student says they would use more research methods if repeating the projects to improve and add more detail to their work.
Elements of business skills chapter 6 slidesChen Yugin
The document discusses marketing planning and promotion techniques. It covers 7 steps to designing a market survey: 1) Set objectives, 2) Select sample, 3) Choose method, 4) Design questionnaire, 5) Pre-test, 6) Conduct survey, 7) Analyze data. It also explains various advertising techniques like television, print, radio, and outdoor advertising as well as sales promotion methods such as discounts, coupons, gifts and loyalty programs.
This document discusses research methods for developing new media products. It defines four research methods - primary, secondary, qualitative, and quantitative research - and their advantages and disadvantages. Primary research involves collecting first-hand data but can be time-consuming and costly, while secondary research examines existing research but may not provide specific or timely information. Qualitative research explores opinions and motivations through discussions, while quantitative research uses statistical analysis. The document then asks questions about the research methods and techniques used by the student in their year 10 assignments on crime dramas, music videos, and festival bags, including using websites, videos, and interviews to develop their projects.
The document discusses various research methods that could be used when creating a new media product, including primary, secondary, quantitative, and qualitative research. Primary research involves collecting original data, while secondary research uses existing data. Quantitative research deals with numerical data and qualitative research provides more in-depth details using words. The document then provides an example of how these different research methods could be employed by the BBC to develop a new reality television show, such as using primary research to understand audience preferences, secondary research to examine popular shows, quantitative data to analyze viewership numbers, and qualitative feedback from the target audience.
Marketing research that is the foundation of a successful marketing plan/campaign.
Why marketing research is important
If you need a copy of the Power point presentation email your request @ dngrtz2000@hotmail.com, will send you your copy immediately.
The document discusses research methods for creating new media products, including primary, secondary, qualitative, and quantitative methods. It asks about the specific research methods and techniques used for assignments in photography and advertising units, including primary questionnaires, focus groups, secondary internet research, and qualitative audience feedback. The document inquires how information was organized and stored, such as through PowerPoint, bookmarks, Word docs, and physical folders.
Here are the key questions you need to answer and sources of secondary data that could help:
1. Where is your target market located? (census data on demographics, income levels by neighborhood)
2. What competitors are in the area and where are they located? (business directories, competitor websites)
3. What is traffic and commuting patterns in the area? (traffic studies, municipal planning reports)
4. What retail clusters or shopping areas already exist? (commercial real estate listings and reports, municipal land use and zoning maps)
5. What properties/locations are available? (commercial real estate listings)
Sources of secondary data include:
- Census data
- Traffic/
This document discusses marketing information systems and the marketing research process. It explains that a marketing information system consists of people, equipment, and procedures to gather, analyze, and distribute market information to aid in decision making. The key functions of a MIS are to assess information needs, develop information internally and through marketing research, and distribute information to the right managers. The marketing research process involves defining the problem, developing a research plan, implementing the plan by collecting and analyzing data, and reporting findings.
Marketing research involves gathering and analyzing information to help marketing managers make decisions. It is conducted by in-house research departments, custom research firms, consulting firms, advertising agencies, and colleges/universities. Marketing research is important for avoiding marketing disasters by basing strategies on evidence rather than assumptions. It also helps address issues like poorly conducted research and a lack of understanding around new technologies. The marketing research process typically involves defining the problem, analyzing secondary and collecting primary data, interpreting results, and using findings to solve the original problem.
This document discusses new marketing strategies and lessons learned from previous strategies. It covers topics like marketing versus promotion, product lessons, promotion lessons, and new strategies. For products, it emphasizes short memorable names, eco-design, attention to colors, and respecting cultural differences. Promotion lessons include understanding local culture, living standards, using humor carefully, attracting attention, focusing on togetherness after COVID, and listening to consumers. New strategies involve virtual shopping, creative video content, interactive content like games and puzzles, influencer marketing, and promoting positive messages. The conclusion is that the reader is now prepared for 2021 marketing strategies after reviewing these lessons.
1. The document discusses currency exchange and foreign exchange markets. It notes there are over 180 currencies globally and different countries use different currencies.
2. For international trade and investment, there is a need for currency exchange since payments often need to be made in the home currency of the transacting parties. This gives rise to foreign exchange markets.
3. The largest foreign exchange markets involve the US dollar, euro, Japanese yen, and British pound. Demand for currencies comes from importers/exporters, tourists, foreign investors, while supply comes from the counterparties conducting these same activities but in reverse.
The document discusses research methods used for assignments in year 11 photography and advertising units. It describes using primary research like questionnaires and focus groups for audience feedback, and secondary research on the internet to research photographers, techniques, and real advertising examples. Both quantitative and qualitative research was utilized. Information was stored and organized using PowerPoints, bookmarks, word docs, blogs, and physical folders to collate and reference for the projects.
The document discusses different research methods including primary, secondary, quantitative, and qualitative research. It provides definitions and advantages/disadvantages of each method. The student then reflects on the research methods they used in their Year 11 assignments, including using primarily primary research and questionnaires for their photography assignment, and mostly secondary research from online sources for their advertising assignment. They note they did not record the websites used. The student discusses how they may improve their research process if completing the assignments again, such as adding qualitative data collection and carrying out their own audience research.
Unit 1 research methods worksheet for year 10cocknoodle456
This document discusses different research methods including primary, secondary, quantitative, and qualitative research. It provides definitions and advantages and disadvantages of each method. Primary research involves collecting your own data through methods like questionnaires. Secondary research uses existing information found online. Quantitative research measures and analyzes numerical data using statistics, while qualitative research provides rich details but can be time-consuming. The document asks what research methods a student used in past assignments and how they organized the information collected. It inquires about research techniques used like the internet or site visits. The student reflects that they would use more methods if redoing past projects to obtain more useful information.
This document discusses research methods for creating new media products. It defines primary, secondary, qualitative, and quantitative research methods and provides examples. The document then asks what research methods were used for assignments in year 11 photography and advertising units. It discusses using primary research like questionnaires and focus groups, as well as secondary research from the internet to find photographers and techniques. Information was stored in PowerPoints, bookmarks, word docs, and folders on computers and in binders. All listed research methods were used for the assignments.
This document outlines the marketing research process in 6 steps: 1) define the problem and objectives, 2) develop a research plan including data sources and collection methods, 3) collect information, 4) analyze the data, 5) present findings, and 6) make a decision. It describes common data collection methods like surveys, focus groups, and observational research, as well as potential barriers to using marketing research effectively.
This document outlines the marketing research process and key concepts in marketing research. It discusses the five steps in the marketing research process: 1) defining objectives and research needs, 2) designing the research, 3) collecting the data, 4) analyzing data and developing insights, and 5) developing and implementing an action plan. It also describes secondary and primary data sources and collection techniques, and compares the advantages and disadvantages of secondary and primary research. Finally, it addresses the ethics of using customer information in marketing research.
Outline the four steps in the data collection process.Explain why .pdfSIGMATAX1
Outline the four steps in the data collection process.
Explain why it is so important to be systematic in collecting data.
Solution
Step 1: Identify issues and/or opportunities for collecting dataordata collection goals
what problem are you trying to solve by collecting this data?
Step 2:Develop operational definitions and procedures.
Here we need to be very clear as to what we are measuring, how it is to be measured, and who is
to measure it. Often times we will employ sampling in which case we need to define a sampling
plan.
. Who will the data be collected about?
. Who will the group of interest be compared to?
. What locations or geographical areas will the data be gathered from?
. What categories will be used to identify the group of interest and comparator group?
Step 3 : How should data be collected and What sources of data should be used to collect
information?
There are several methods of collecting data: online-surveys, phone interviews, focus groups and
yes, even dreaded handwritten surveys. Each type possesses its own advantages and
disadvantages. Whichever method you use, there are bound to be obstacles to overcome along
the way.
What sources of data should be used to collect information?
Pre-existing or official data
Survey data
Interviews and focus groups
Observed data
. Two types of data are used in any field of research: qualitative and quantitative.
Qualitative data:
Typically, data is called “qualitative” if it is in the form of words, but may also include any
information that is not numerical in form, such as photographs, videos and sound recordings.
Qualitative methods are aimed at describing a specific context, event, people or relationship in a
broad contextual way, by trying to understand the underlying reasons for behaviour, thoughts
and feelings.
Common qualitative research methods include observation, one-on-one interviews, focus groups
and intensive case studies
Quantitative data:
Typically, data is called “quantitative” if it is in the form of numbers.
A quantitative approach can be used to count events or the number of people who represent a
particular background.
Common quantitative tools include surveys, questionnaires and statistical data (such as Statistics
Canada census information).
It is important to note that all quantitative data is based on qualitative judgment. In other words,
numbers cannot be interpreted by themselves, without understanding the assumptions that
underlie them.
A good research effort involves the use of both types. Both approaches, while distinct, can
overlap and rely on the other to produce meaningful data, analysis and results.
Step 4 : Analyze and interpret data and Act on results
Explaining the technical steps involved in analyzing and interpreting data is beyond the scope of
this guide. An organization will have to determine whether it has the internal capacity and
expertise to analyze and interpret data itself, or whether it will need the help of an external
consultant.
. A summa.
A marketing information system (MIS) consists of people, equipment, and procedures to gather, analyze, and distribute market information to help managers make decisions. The key functions of an MIS are to assess information needs, develop needed internal and external information through marketing research and intelligence, and distribute the right information to managers on time. The marketing research process involves defining problems, developing a research plan using secondary and primary data collection methods, implementing the research plan, and interpreting and reporting findings.
Unit 1 research methods worksheet for year 10Chickenboi8
This document discusses research methods for developing new media products. It defines four research methods - primary, secondary, quantitative, and qualitative research - and provides examples of how each could be used. Primary research involves directly collecting data through surveys or interviews. Secondary research uses existing online sources. Quantitative research uses statistical analysis and numbers, while qualitative research seeks to understand perspectives through interviews and focus groups. The document then asks questions about what research methods a student used for past media assignments, how they organized the information collected, and what techniques they would use if doing the projects again.
The document outlines the 11 steps of the marketing research process: 1) establishing the need for research, 2) defining the problem, 3) establishing research objectives, 4) determining research design, 5) identifying information sources, 6) determining data collection methods, 7) designing collection forms, 8) determining sample size, 9) collecting data, 10) analyzing data, and 11) preparing and presenting the final report. Each step is briefly described in the document.
Unit 1 research methods worksheet for year 10 (2)lilycurtis
This document discusses research methods for developing new media products. It defines four research methods - primary, secondary, qualitative, and quantitative research - and their advantages and disadvantages. Primary research involves collecting first-hand data, while secondary research examines existing research. Quantitative research uses statistical analysis, while qualitative research seeks to understand people's opinions and motivations. The document then asks questions about the research methods and techniques used by the student in their year 10 assignments, including using primary and secondary research, saving information from websites and videos, and using the internet to research for a festival bag project. The student says they would use more research methods if repeating the projects to improve and add more detail to their work.
Elements of business skills chapter 6 slidesChen Yugin
The document discusses marketing planning and promotion techniques. It covers 7 steps to designing a market survey: 1) Set objectives, 2) Select sample, 3) Choose method, 4) Design questionnaire, 5) Pre-test, 6) Conduct survey, 7) Analyze data. It also explains various advertising techniques like television, print, radio, and outdoor advertising as well as sales promotion methods such as discounts, coupons, gifts and loyalty programs.
This document discusses research methods for developing new media products. It defines four research methods - primary, secondary, qualitative, and quantitative research - and their advantages and disadvantages. Primary research involves collecting first-hand data but can be time-consuming and costly, while secondary research examines existing research but may not provide specific or timely information. Qualitative research explores opinions and motivations through discussions, while quantitative research uses statistical analysis. The document then asks questions about the research methods and techniques used by the student in their year 10 assignments on crime dramas, music videos, and festival bags, including using websites, videos, and interviews to develop their projects.
The document discusses various research methods that could be used when creating a new media product, including primary, secondary, quantitative, and qualitative research. Primary research involves collecting original data, while secondary research uses existing data. Quantitative research deals with numerical data and qualitative research provides more in-depth details using words. The document then provides an example of how these different research methods could be employed by the BBC to develop a new reality television show, such as using primary research to understand audience preferences, secondary research to examine popular shows, quantitative data to analyze viewership numbers, and qualitative feedback from the target audience.
Marketing research that is the foundation of a successful marketing plan/campaign.
Why marketing research is important
If you need a copy of the Power point presentation email your request @ dngrtz2000@hotmail.com, will send you your copy immediately.
The document discusses research methods for creating new media products, including primary, secondary, qualitative, and quantitative methods. It asks about the specific research methods and techniques used for assignments in photography and advertising units, including primary questionnaires, focus groups, secondary internet research, and qualitative audience feedback. The document inquires how information was organized and stored, such as through PowerPoint, bookmarks, Word docs, and physical folders.
Here are the key questions you need to answer and sources of secondary data that could help:
1. Where is your target market located? (census data on demographics, income levels by neighborhood)
2. What competitors are in the area and where are they located? (business directories, competitor websites)
3. What is traffic and commuting patterns in the area? (traffic studies, municipal planning reports)
4. What retail clusters or shopping areas already exist? (commercial real estate listings and reports, municipal land use and zoning maps)
5. What properties/locations are available? (commercial real estate listings)
Sources of secondary data include:
- Census data
- Traffic/
This document discusses marketing information systems and the marketing research process. It explains that a marketing information system consists of people, equipment, and procedures to gather, analyze, and distribute market information to aid in decision making. The key functions of a MIS are to assess information needs, develop information internally and through marketing research, and distribute information to the right managers. The marketing research process involves defining the problem, developing a research plan, implementing the plan by collecting and analyzing data, and reporting findings.
Marketing research involves gathering and analyzing information to help marketing managers make decisions. It is conducted by in-house research departments, custom research firms, consulting firms, advertising agencies, and colleges/universities. Marketing research is important for avoiding marketing disasters by basing strategies on evidence rather than assumptions. It also helps address issues like poorly conducted research and a lack of understanding around new technologies. The marketing research process typically involves defining the problem, analyzing secondary and collecting primary data, interpreting results, and using findings to solve the original problem.
Semelhante a Lecture 4 Marketing research -cont (20)
This document discusses new marketing strategies and lessons learned from previous strategies. It covers topics like marketing versus promotion, product lessons, promotion lessons, and new strategies. For products, it emphasizes short memorable names, eco-design, attention to colors, and respecting cultural differences. Promotion lessons include understanding local culture, living standards, using humor carefully, attracting attention, focusing on togetherness after COVID, and listening to consumers. New strategies involve virtual shopping, creative video content, interactive content like games and puzzles, influencer marketing, and promoting positive messages. The conclusion is that the reader is now prepared for 2021 marketing strategies after reviewing these lessons.
1. The document discusses currency exchange and foreign exchange markets. It notes there are over 180 currencies globally and different countries use different currencies.
2. For international trade and investment, there is a need for currency exchange since payments often need to be made in the home currency of the transacting parties. This gives rise to foreign exchange markets.
3. The largest foreign exchange markets involve the US dollar, euro, Japanese yen, and British pound. Demand for currencies comes from importers/exporters, tourists, foreign investors, while supply comes from the counterparties conducting these same activities but in reverse.
Here are some creative Sales promotion and Direct marketing ideas for the upcoming New Year holidays from Tinex:
Sales promotion tools:
- Coupon mailers for 20% off any purchase
- "Buy 2 gifts, get 1 free" promotion
- Gift wrapping station in stores with complimentary gift bags and ribbons
- Online contest to win a premium gift basket
Direct marketing tools:
- Targeted email campaign with personalized gift recommendations
- Interactive website banner ads with clickable gift guides
- SMS gift alerts for subscribers with time-sensitive deals
- Pop-up gift shop kiosks in high foot traffic areas
- Gift catalog mailers with order form and shipping details
The document discusses the process of marketing research and various measurement scales. It begins by outlining the 8 steps in the process of marketing research: 1) problem definition, 2) planning the research, 3) collection of data sources, 4) collection of data methods, 5) collection of data forms, 6) samples, 7) data analysis, and 8) report preparation. It then discusses different measurement scales including nominal, ordinal, interval, and ratio scales. Examples are provided to illustrate when each scale would be used. The document also covers comparative scales like paired comparison and rank order, as well as non-comparative scales like Likert and semantic differential.
The document discusses new product development and product life cycle strategies. It outlines the 8 steps of the new product development process: idea generation, idea screening, concept development and testing, marketing strategy development, business analysis, commercialization, test marketing, and product development. It also describes the 4 phases of the product life cycle: introduction, growth, maturity, and decline. For each phase it provides an overview of key factors like sales, costs, profits, competition levels, and marketing approaches.
This document discusses different types of marketer decisions including individual product, product line, and product mix decisions. It defines these terms and provides examples. Individual product decisions include defining product attributes like quality, features, style, branding, packaging, labeling, and support services. A product line is a group of related products sold through similar channels. Product mix refers to all product lines and items a company offers and has dimensions of width, length, depth, and consistency. The document provides exercises for readers to calculate these dimensions for example product mixes.
1. Transnational corporations (TNCs) are large companies that operate in multiple countries and exert significant economic and political influence globally. They expand operations abroad through subsidiaries or acquisitions.
2. TNCs have both advantages like creating jobs and investments in other countries, and disadvantages such as exploiting natural resources, creating income inequality, and manipulating laws to cut costs and transfer profits out of host countries.
3. One method TNCs use to keep developing countries subordinate is transfer pricing, where they underprice exports and overprice imports to illegally repatriate profits to home countries. They also shape local consumer needs to their interests and sell technology with restrictions.
This document defines and classifies different types of products. It discusses that a product can be anything offered to satisfy a want or need, including physical goods, services, organizations, persons, places, and ideas. Products exist on a continuum from purely tangible goods to purely intangible services. Effective products provide a core benefit along with actual product features and augmented services. Consumer products are classified based on how and when they are purchased, while industrial products are defined by their end use. Organizations, persons, places, and ideas can also be considered products through marketing activities.
This document discusses trade blocs, including their definition, objectives, advantages, disadvantages, and types. It provides examples of major trade blocs such as NAFTA, the EU, ASEAN, SAARC, MERCOSUR, CACM, and ALADI. NAFTA has been replaced by USMCA, and the EU continues expanding to new member countries while also dealing with Brexit. Trade blocs aim to reduce trade barriers between members and impose barriers on non-members to encourage regional economic integration and development.
Here are two examples for each type of market targeting:
Undifferentiated Marketing:
1. A large automaker that produces vehicles aimed at the entire market without customizing for specific segments.
2. A major food brand like Coca-Cola that sells its products universally across different demographic and geographic segments.
Differentiated Marketing:
1. A clothing retailer like Gap that offers different styles targeted at specific age groups and genders like kids, men, women.
2. A telecom company that provides customized plans for consumers, businesses and seniors with different features and prices.
Concentrated Marketing:
1. A luxury automaker like BMW that focuses exclusively on the high-income segment.
The marketing process involves 5 phases: 1) Understanding customer needs, 2) Designing a customer-driven strategy, 3) Creating an integrated marketing program, 4) Building profitable customer relationships, and 5) Capturing value from customers through sales, profits, and long-term relationships. The last phase focuses on increasing customer loyalty, retention, market share, and customer lifetime value to build customer equity. Companies classify customers into groups like "butterflies," "strangers," "true friends," and "barnacles" based on their profitability and loyalty to determine the appropriate relationship and marketing strategy for each group.
The document discusses trade liberalization efforts from the Great Depression era to the present. It describes how the Smoot-Hawley Tariff Act exacerbated the Great Depression by sparking a trade war. In response, the Reciprocal Trade Agreement Act of 1934 started negotiating bilateral trade deals. After World War 2, the General Agreement on Tariffs and Trade was signed in 1947 to liberalize global trade, resulting in several negotiation rounds cutting tariffs. The World Trade Organization was established in 1995 as a permanent institution to oversee international trade, including dispute settlement. Criticisms of the WTO include undermining sovereignty and environmental/inequality concerns.
This document provides an introduction to protectionism and trade barriers. It discusses reasons why governments impose restrictions on international trade, such as protecting domestic jobs and industries. It also outlines different types of trade barriers, including tariffs, quotas, voluntary export restraints, and non-tariff barriers. Tariffs are taxes on imported goods, while quotas directly restrict the quantity of imports. The document presents diagrams to illustrate the effects of tariffs and quotas on various groups. It provides examples of calculating tariff revenue and defines key terms related to protectionism and restricting trade.
This document discusses the importance of international economics. It provides three indicators that demonstrate the growth of international trade over the past 50 years: 1) exponential growth in world exports from 1948-2008; 2) the increasing share of world exports as a percentage of global GDP from 1970-2008; and 3) the growth of foreign direct investment (FDI) as a percentage of world GDP from 1980-2007. The document then outlines some key concepts in international economics like international trade, comparative advantage, and factors that drive international trade such as differences in technology, resources, demand, and economies of scale. It also lists some advantages and disadvantages of international trade.
The document discusses the marketing process and various marketing concepts. It describes a 5-phase marketing process: 1) understand customer needs, 2) design a customer-driven strategy, 3) construct an integrated marketing program, 4) build profitable customer relationships, and 5) capture value from customers. It also explains key concepts like the marketing mix, customer relationship marketing, partner relationship marketing, different orientations like production, product, selling, and societal marketing concepts.
For societal marketing, an example would be a company that considers social and environmental impacts of its products in addition to profits and customer satisfaction. For frenemies, an example is when competitors cooperate on standardization or research
Here are two products for each level of Maslow's hierarchy of needs:
Physiological:
Food, water
Shelter, clothing
Safety:
Home security system, insurance
Health insurance, car insurance
Love/Belonging:
Social media, dating apps
Family activities, friends
Esteem:
Luxury brands, status symbols
Education, achievements
Self-Actualization:
Travel, hobbies
Self-help, personal growth
The document outlines the 8 steps in the process of marketing research: 1) problem definition, 2) planning the research, 3) collection of data sources, 4) collection of data methods, 5) collection of data forms, 6) samples, 7) data analysis, and 8) report preparation. It focuses on step 1 of problem definition, explaining that properly defining the problem is key to finding the right solution. It discusses determining the problem by talking to managers, experts, reviewing secondary data, and consumers. The roles of managers and market researchers in problem identification are also contrasted.
This document provides an introduction to marketing research. It discusses that marketing research involves collecting data to answer questions and gain new knowledge about people, products, or phenomena. Marketing research helps improve decision making for marketers. It can be used to identify problems and also find new opportunities. Marketing research involves identifying a problem, collecting and analyzing data, and reaching a conclusion or solution. It draws on both internal company data as well as external sources. Successful marketing research considers factors like consumer lifestyles and habits, the competitive landscape, and tests new products or promotions on a limited basis before broader rollout. The document provides examples of companies that effectively used marketing research to solve problems and capture new opportunities.
This document traces the changing portrayal of women in advertising over time from 1900 to the present. It discusses how women were initially depicted as slaves to the home until World War II when they took on expanded roles out of patriotic duty. In later decades, women were shown as independent and empowered but also faced objectification and sexism. Today's advertising features more diverse portrayals of women in different ages, sizes, and roles, though problems still exist around objectification and misogyny. Advertising in Macedonia aims for a balanced presence of women and men.
Direct marketing is defined as direct communication with consumers through various media to both obtain an immediate response and cultivate lasting customer relationships. It has the key advantages of allowing two-way communication, customization of messages, and measurable results. However, it also carries the risks of low response rates from ineffective campaigns and potential privacy issues. Effective direct marketing requires obtaining detailed knowledge about both existing and potential new customers. Common strategies include increasing market penetration, launching new products, and market extension. Direct marketing can take many forms including face-to-face interactions, catalog distribution, telemarketing, television advertising, and e-commerce websites.
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Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
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With Regards
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Coimbatore
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
Key takeaways:
1. The growth potential of reaching customers in their native language
2. Tips to streamline translation with software and integrations to your tech stack
3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation
Evaluating the Effectiveness of Women-Focused MarketingHighViz PR
Women centric marketing is a vital part in reaching one of the most influential groups of consumers. Here is a guide to know and measure the impact of women-centric marketing efforts-
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptxelizabethella096
In today’s fast-paced world, stress and anxiety have become common companions for many. With constant connectivity and an unending stream of information, finding moments of peace can seem like an insurmountable challenge. However, mindfulness techniques offer a beacon of calm amidst the chaos, helping individuals to center themselves and find balance. These practices, rooted in ancient traditions and supported by modern science, are accessible to everyone and can profoundly impact mental and emotional well-being.
AI Best Practices for Marketing HUG June 2024Amanda Farrell
During this presentation, the Nextiny marketing team reviews best practices when adopting generative AI into content creation. Join our HUG community to register for more events https://events.hubspot.com/sarasota/
Efficient Website Management for Digital Marketing ProsLauren Polinsky
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
Embark on style journeys Indian clothing store denver guide.pptxOmnama Fashions
Finding the perfect "Indian Clothing Store Denver" is essential for those seeking vibrant, authentic, and culturally rich attire in the heart of Colorado. Denver, a city known for its diverse culture and eclectic fashion scene, offers a variety of options for those in search of traditional and contemporary Indian clothing. Whether you're preparing for a wedding, festival, or cultural event, or simply wish to incorporate the elegance and beauty of Indian fashion into your wardrobe, discovering the right store can make all the difference.
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptxGiorgio Chiesa
This presentation is recommended for those who want to know more about SEO. It explains the main theoretical and practical aspects that influence the positioning of websites in search engines.
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.
What Software is Used in Marketing in 2024.Ishaaq6
This paper explores the diverse landscape of marketing software, examining its pivotal role in modern marketing strategies. It provides a comprehensive overview of various types of marketing software tools and platforms essential for enhancing efficiency, optimizing campaigns, and achieving business objectives. Key categories discussed include email marketing software, social media management tools, content management systems (CMS), customer relationship management (CRM) software, search engine optimization (SEO) tools, and marketing automation platforms.
The paper delves into the functionalities, benefits, and examples of each type of software, highlighting their unique contributions to effective marketing practices. It explores the importance of integration and automation in maximizing the impact of these tools, addressing challenges and strategies for seamless implementation across different marketing channels.
Furthermore, the paper examines emerging trends in marketing software, such as AI and machine learning applications, personalization strategies, predictive analytics, and the ethical considerations surrounding data privacy and consumer rights. Case studies illustrate real-world applications and success stories of businesses leveraging marketing software to achieve significant outcomes in their marketing campaigns.
In conclusion, this paper provides valuable insights into the evolving landscape of marketing technology, emphasizing the transformative potential of software solutions in driving innovation, efficiency, and competitive advantage in today's dynamic marketplace.
This description outlines the scope, structure, and focus of the paper, giving readers a clear understanding of what to expect and why the topic of marketing software is important and relevant in contemporary marketing practices.
Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
- Use partnerships and licensing to create new content assets
2. PROCESS OF MARKETING RESEARCH
8 steps:
Problem definition
Planning the Research
Collection of Data - sources
Collection of Data - methods
Collection of Data - forms
Samples
Data analysis
Report preparation
4. Step 3: Collection of Data - Source
Secondary Data Concert of Madonna in Skopje
Data that has already been
collected for other purpose, not for
the specific problem in question!
Internet (Instagram, FB, Twitter...)
Newspaper, magazines
Website
Her interviews, reviews
Movies
TV shows, radio…..
Biography
5. Step 3: Collection of Data - Source
Primary Data Concert of Madonna in Skopje
The primary data is provided by the
researcher for the specific problem
he/she is researching.
Direct interview with Madonna
and finding out what are her
wants, desires, needs for organizing
the concert!
6. Step 3: Collection of Data - Source
Differences between Secondary and Primary data
Primary Data Secondary Data
Purpose of data
collection
For the specific
problem/event
For other
problems/events
Collection
process
Great researcher
involvement, long
Fast and Easy
Costs for data
collection
High Relatively low
Collection time Long period Short time
Secondary data is always collected first!
7. Step 3: Collection of Data - Source
Advantages and Disadvantages of Secondary data
Money Savings
Immediately available
Easy to collect
Short time needed
Good basis for research
Outdated
Data Accuracy
May not be applicable
Potentially unreliable
Time Savings
Time difference between
collection and use of data
8. Step 3: Collection of Data - Source
Advantages and Disadvantages of Primary data
Address the right problem
Newest info
Applicable and Usable
Accurate & Reliable
Up to date
Very expensive
Time consuming
Difficult to collect
Need lots of planning
People, equipment needed
9. Step 3: Collection of Data - Source
Exercise: Fill in the table with “yes” and “no”
Claims Primary Data Secondary Data
Data exactly meets the needs of
the researcher
High collection costs
High speed of data collection
Newest possible information
Usage of lots of sources
Comparative advantage over
competition
Data originality
10. Step 3: Collection of Data - Source
Exercise: Fill in the table with “yes” and “no”
Claims Primary Data Secondary Data
Data exactly meets the needs of
the researcher
yes
High collection costs yes
High speed of data collection yes
Newest possible information yes
Usage of lots of sources yes
Comparative advantage over
competition
yes
Data originality yes
11. Step 3: Collection of Data - Source
Exercise: Primary or Secondary Data?
1. To launch and promote Starbucks in Skopje, marketers
examined the necessary information on the Internet (investments,
turnover, sales, suppliers, raw materials). What kind of research
is this?
2. In order to organize
Rihanna's concert in Skopje, a
direct interview was conducted
with her for all her needs
(accommodation, food, travel
route, clothes, etc.). What is this
research?
3. To improve the taste of
Nestle chocolate, Nestle
marketers conducted a survey
with consumers. What kind
of research is this?
12. Step 4: Collection of Data - Methods
Secondary data Primary data
Already collected data
for another purpose
QUALITATIVE DATA
QUANTITATIVE DATA
Focus groups
In-depth interviews
Projective techniques
Surveys
Observation
Experiment
13. Step 4: Collection of Data - Methods
Quantitative data Qualitative data
Facts, precise numbers, estimates,
relationships, predictions
Structured questions
Example: Your favorite subject in the
winter semester in the first year is:
a) Marketing research
b) Mathematics
c) Basics of economics
Ideas, opinions, feelings, attitudes,
thoughts
Unstructured, open questions
Example: Write down which subject is
your favorite in the winter semester in
the first year. Explain why!
14. Step 4: Collection of Data - Methods
Quantitative data Qualitative data
Example 2: Which coffee drink you
purchase most often?
A) Latte
B) Cappuccino
C) Macchiato
D) Turkish
E) Other – write in…….
Example 3: Do you like eating ice cream
during winter:
a) Yes
b) No
c) Don’t know
Example 2: When you are going out
with friends, what kind of coffee you
order? Can you explain in detail?
Example 3: What do you think about the
last restrictive measures of the
Government related to Covid 19?
15.
16. Step 4: Collection of Data - Methods
Exercise: Qualitative or Quantitative Data?
1. The answer of a respondent to a T-Mobile survey was: “I am
not satisfied with the company's services due to the high cost of
roaming pulses!” What kind of data is this?
2. Circle one of the offered answers
for the following claim: "The
Professor of Marketing Research
tries to explain the learning
material"
А. I strongly agree
B. I agree
В. I do not know
C. I do not agree
D. I strongly disagree
3. Primary quantitative data are data
obtained through research:
observation, examination and
experimentation.
А. That's right
B. False
17. Step 4: Collection of Data - Methods
Secondary data Primary data
Already collected data
for another purpose
QUALITATIVE DATA
QUANTITATIVE DATA
Focus groups
In-depth interviews
Projective techniques
Surveys
Observation
Experiment
18. Step 4: Collection of Data - Methods
Primary data
QUALITATIVE DATA
Focus groups
Formalized process of bringing a small group of people together for an
interactive, informal and spontaneous discussion on a particular topic or
concept.
Group interview
Moderator
Size of group
Type of group
Atmosphere
Time
Recording
Aim
Trained leader of the group, communication skills
8-12 persons (participants)
Homogenous, knowledgeable, similar experience
Hotel, relaxed, comfortable, informal (drinks/ rewards…)
1-3 hours
Video/ Audio recording
Info about attitudes, feelings, experiences, ideas, beliefs
Particular topic, new product, improvement, ads
19. Step 4: Collection of Data - Methods
Primary data
QUALITATIVE DATA
Focus groups
TOPICS:
New products
Improvements
New ads
Level of prices
Can be ONLINE!
20. Step 4: Collection of Data - Methods
Primary data
QUALITATIVE DATA Focus groups
21. Step 4: Collection of Data - Methods
Primary data
QUALITATIVE DATA
Focus groups
Advantages 10”S”
Scientific scrutiny
Speed
Synergy
Security
Stimulation
Structure
Snowballing
Specialization
Spontaneity
Serendipity
22. Step 4: Collection of Data - Methods
Primary data
QUALITATIVE DATA
Focus groups
Disadvantages “5M”
Misjudge
MessyModeration
Misuse
Misrepresentation
23. Exercise
You have a task to organize Olympic Games in Macedonia! What
kind of primary and secondary data would you collect?
Write 2 examples for qualitative and quantitative data!
24. Step 4: Collection of Data - Methods
Primary data
QUALITATIVE DATA
In-Depth Interview
Personal interview, face-to-face communication, unstructured way of
questioning to reveal underlying opinion, motives, beliefs, feelings on the
topic researched!
Goal
Moderator
Time
Examples:
Highly trained communicator, good listener
30 minutes – 1 hour
What do you think of shopping in a mall?
What is your opinion about Marketing classes?
Explain your attitude towards Covid 19!
What is your feeling about Nestea?
What is your idea about mountain camping?
Gathering ample information
25. Step 4: Collection of Data - Methods
Primary data
QUALITATIVE DATA
In-Depth Interview
Three most popular research techniques:
Laddering Hidden issue questioning Symbolic analysis
26. Step 4: Collection of Data - Methods
Primary data
QUALITATIVE DATA
Laddering
In-Depth Interview
The line of questioning proceeds from
product characteristics to user
characteristics. Researcher can find out the
deepest motives of the respondent!
27. Step 4: Collection of Data - Methods
Primary data
QUALITATIVE DATA
Laddering
In-Depth Interview
Q: Why did you buy this sweater?
A: Because I like the picture!
Q: What do you like about that picture?
A: It makes me feel happy!
Q: Why does it make you feel happy?
A: It reminds me of a good time with
my family!
attributes
core
values
28. Step 4: Collection of Data - Methods
Primary data
QUALITATIVE DATA
Hidden issue questioning
In-Depth Interview
The focus is on the personal “sore spots” and
on deeply felt personal concerns. (fantasies,
dreams, ideal things, desires….)
Q: What kind of job do you want?
Q: How do you imagine the ideal job?
Q: What problems do you expect in the
workplace?
Q: What job changes would you
make if you were a director?
Q: What awards would you give to
the best workers?
29. Step 4: Collection of Data - Methods
Primary data
QUALITATIVE DATA
In-Depth Interview
Symbolic analysis
Attempts to analyze the symbolic meaning
of objects by comparing them with their
opposites!
Q: What the world would look like
without cell phones?
30. Step 4: Collection of Data - Methods
Primary data
QUALITATIVE DATA
In-Depth Interview
Advantages Disadvantages
+ people more freely talk
face-to-face than in a group!
+ can uncover deeper insights about
underlying motives
- skilled researchers are expensive
and difficult to find!
- the outcome depends on the skills
of the researcher
- the data obtained are difficult to
analyze and interpret
- high costs and lengthy procedure
31. Step 4: Collection of Data - Methods
Primary data
QUALITATIVE DATA
Most used for:
Confidential, sensitive or embarrassing topics
Children’s products
Products that are sensitive in nature
When there are strong social norms and
the respondent in a group would speak as
expected of him, and not as he thinks
In-Depth Interview
32. Step 4: Collection of Data - Methods
Primary data
QUALITATIVE DATA
Projective techniques
Projective technique is an unstructured, indirect form of asking questions
that encourages respondents to project their motivations, beliefs,
attitudes, or feelings about a particular subject of research.
Association
Completion
Construction
Word association
Expressive
Sentence completion Story completion
TAT Cartoon test Rorschach test
Role playing Third person technique
33. Step 4: Collection of Data - Methods
Primary data
QUALITATIVE DATA
Projective techniques
Association Word association
The word RED is associated with .....
The word GRAPE is associated with .
The word BOTTLE is associated with
The word GLASS is associated with .
The word SWEET is associated with .
34. Step 4: Collection of Data - Methods
Primary data
QUALITATIVE DATA
Projective techniques
Completion
Sentence completion
A) Boat trip is ------------
B) Buying diamonds means ---
C) In Tinex markets people
often buy------------
Story completion
35. Step 4: Collection of Data - Methods
Primary data
QUALITATIVE DATA
Projective techniques
Construction TAT – Thematic Apperception Test
36. Step 4: Collection of Data - Methods
Primary data
QUALITATIVE DATA
Projective techniques
Cartoon testConstruction
37. Step 4: Collection of Data - Methods
Primary data
QUALITATIVE DATA
Projective techniques
Construction Rorschach test
38. Step 4: Collection of Data - Methods
Primary data
QUALITATIVE DATA
Projective techniques
Expressive Role playing
39. Step 4: Collection of Data - Methods
Primary data
QUALITATIVE DATA
Projective techniques
Expressive Third person technique
If you were the woman in this picture, how would you react?
40. Step 4: Collection of Data - Methods
Primary data
QUALITATIVE DATA
Projective techniques
Not used much!
Too expensive!
41. Step 4: Collection of Data - Methods
Secondary data Primary data
Already collected data
for another purpose
QUALITATIVE DATA
QUANTITATIVE DATA
Focus groups
In-depth interviews
Projective techniques
Surveys
Observation
Experiment
42. Step 4: Collection of Data - Methods
Primary data
QUALITATIVE DATA QUANTITATIVE DATA
1. Tell us your opinion about Audi:
-----------
1. Do you like Audi?
a) Yes
b) No
2. Can you tell us what you think
about the quality of Audi:
-----------
3. If you get a lot of money on lottery,
will you buy Audi? Explain if your
answer is yes, or no:
-----------
2. How you will rank the
quality of Audi?
a) Highly qualitative
b) Qualitative
c) Don’t know
d) Not so qualitative
Formal, standardized, structured questions
Respondent has no much freedom to elaborate
43. Step 4: Collection of Data - Methods
Primary data
Exercise: Qualitative or Quantitative data?
1. Which of the following best describe your current relationship status:
a) Single
b) Married
c) Widowed
d) Separated
e) Divorced
f) Other:-----
3. Do you like ice cream?
a) Yes
b) No
5. Can you tell us what you think about
the quality of Top shop products:
-----------
4. Write down your opinion about TV
series: -----------
2. Give your opinion about
divorced people: ------
6. Do you believe in ghosts?
a) Yes
b) No
44. Step 4: Collection of Data - Methods
Primary data
QUANTITATIVE DATA Surveys
Structured questionnaires
Advantages:
Disadvantages:
- Easy collection of data
- No subjectivism, biases
- Less communication,
moderation, interpretations
- Lots of respondents
- No elaboration on feelings,
thoughts, opinions, beliefs…
- No truthful answers
45. Step 4: Collection of Data - Methods
Primary data
QUANTITATIVE DATA Types of Surveys
Personal interviews: Telephone interviews:
• In-home interviews
• Mall-intercepts
• Computer assisted (kiosk)
• Traditional phone interview
• CATI (computer+ human)
• CATS (only computers)
Mail interviews: Online interviews:
• Traditional, by post
• Panels
• Panel of consumers
• Panel of TV viewers
• Walther-Thompson panel
• E-mails
• Web-pages
• Social networks
46. Step 4: Collection of Data - Methods
Primary data
QUANTITATIVE DATA Types of Surveys
Personal interviews:
• In-home interviews
+ comforting atmosphere
- high costs
- time consuming
• Mall-intercepts
+ often, popular interview
- not lot of respondents
A trained interviewer asks questions by using a structured questionnaire and
record the respondent’s answers!
47. Step 4: Collection of Data - Methods
Primary data
QUANTITATIVE DATA
Kiosk interview
Types of Surveys
• Australia, 2003
• ETF – Exhibition and
Trade Fairs
• Questions about
- the fair
- exhibits at the fair
-expectations….
48. Step 4: Collection of Data - Methods
Primary data
QUANTITATIVE DATA Types of Surveys
Telephone interviews:
Quick and relatively inexpensive research conducted over phone and lot of
people can be reached! (follow-up)
• Traditional phone interview
• CATS – Completely Automated Telephone Survey
• CATI – Computer Assisted Telephone Interviewing
49. Step 4: Collection of Data - Methods
Primary data
QUANTITATIVE DATA Types of Surveys
Mail interviews:
Relatively inexpensive research conducted by post or by using panels!
• By post
+ Questionnaire, cover letter,
response paid envelope, associated
material, rewards
- Very lengthy!
• Panels
+ family members agree in advance
to participate in research! (rewards)
- Panel of consumers
- Panel of TV viewers
- Walther Thompson panel
50. Step 4: Collection of Data - Methods
Primary data
QUANTITATIVE DATA Types of Surveys
Online interviews:
Interactive, fast data collection, easy analysis and reporting!
• By e-mail
• Web-pages of companies
• Social networks
51. Step 4: Collection of Data - Methods
Primary data
QUANTITATIVE DATA Observation
The researcher observes the behavior of consumers without any
communication with them!
A) Structured vs. Non-structured
B) Disguised vs. Non-disguised
C) In natural vs. in artificial settings
Test kitchen
52. Step 4: Collection of Data - Methods
Primary data
QUANTITATIVE DATA Observation methods
A) Personal observation
Observation what’s
happening in a real time
Shopping mall:
No. visitors
No. consumers
Age, sex….
In front of displays
At cashiers
What they buy
53. Step 4: Collection of Data - Methods
Primary data
QUANTITATIVE DATA Observation methods
B) Mechanical observation
Observation by mechanical means & instruments
a) People meter - what TV viewers watch on TV
b) Cameras (fixed, mobile, video cameras)
c) Internet (visits, likes, time spent, searching…)
d) Pupils-meter - the pupil in the eye expands /
narrows depending the like/dislike of something!
d) psychogalvanometer - moisturizing the palm
w) voice pitch analysis - change of voice!
54. Step 4: Collection of Data - Methods
Primary data
QUANTITATIVE DATA Observation methods
C) Traces-analysis
Observation by traces left after the behavior of consumers!
a) Museums / fairs (footprints)
b) Finger-prints on books/magazines
c) Position of radio-station in cars
d) Garbage of celebrities
55. Exercise: Link Letters with Numbers
3 People-meter observes… e eye movement
5 Mystery shopper is called….. h mail interviews
1 Pupils-meter observes….. i only computers
8 CATS means interview conducted by b online interviews
6 Kiosk interview is part of the…. j freedom of expression, opinions
10 Walter-Thompson panel a disguised research
12 Mall-interview is also…. n traces analysis
7 CATI is an interview conducted by d Strict, structured questions
9 Panels are in the group of… c recording most important goods
11 Web-pages interviews are m personal interviews
14 Quantitative research f TV viewers behavior
2 Psychogalvanometer l computer + human beings
13 Qualitative research g hand-palm moisture
4 Museum exhibitions change based on k shopping interview
56. Exercise solved: Link Letters with Numbers
3 People-meter observes… f TV viewers behavior
5 Mystery shopper is called….. a disguised research
1 Pupils-meter observes….. e eye movement
8 CATS means interview conducted by l computer + human beings
6 Kiosk interview is part of the…. m personal interviews
10 Walter-Thompson panel c recording most important goods
12 Mall-interview is also…. k shopping interview
7 CATI is an interview conducted by l computer + human beings
9 Panels are in the group of… h mail interviews
11 Web-pages interviews are b online interviews
14 Quantitative research d Strict, structured questions
2 Psychogalvanometer g hand-palm moisture
13 Qualitative research j freedom of expression, opinions
4 Museum exhibitions change based on n traces analysis