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1、Lect5presenttionCHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT The provision of information about markets and the reaction of these various products,price,distribution and promotion actions.Why is marketing research important?List 5 reasonsMarketing researchCHANAKA JAYAWARDHENABSP 022 MARKETING MA
2、NAGEMENT 2A marketing information systemMarketing environmentThe companyCustomersCompetitorsSuppliersDistributorsEconomicSocialLegalTechnologicalPhysical forcesMarketing information systemInternal continuous dataInternal ad-hoc dataEnvironmental scanningMarketing researchMarketing decision-makingStr
3、ategiclexternal continuous datalexternal ad-hoc datalnew products and marketslcompetitive strategylsales force monitoringladvertising copyTacticalCHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT 4Descriptive or experimental researchThe Marketing Research ProcessInitialcontact(1)Researchbrief(2)Resea
4、rchproposal(2/3)Main data collection stage(3/4)Data analysis and interpretation(4)Report writingand presentation(5)Exploratory researchCHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT Preliminary stageObjective is to identify/understand the research question and the background scenarioInitial contac
5、tResearch briefBackground informationSources of informationScale of the projectThe timetableMarketing research-what is involved?CHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT CHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT CHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT Stage three The objective
6、 is to design the data collection instrumentPlanDesignOrdering of topicsTypes of questionsWording and instructionsLayoutScalingProbes and promptsPiloting(testing)Qualitative methodsConsultation with expertsObservationCHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT Stage fourThe objective here is to
7、 collect data and carry out subsequent analysisAdminister the instrumentCollect dataCollateInput data into databaseAnalyseInterpretStage fiveThe objective here is to present the findings of the researchReport writing PresentationsCHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT 5The sampling process
8、Define the populationSearch for sampling frameSpecify sampling methodDetermine sample sizeSelect the sampleCHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT Stages in the development of a questionnairePlanningStagePlanningPilotStageDefinition of the research problemExploratory researchInformation req
9、uiredDefinition of populationTarget groupsSurvey methodOrdering of topicsType of questionWording and instructionsLayoutScalingProbes and promptsCodingPilot testingRedesignFinal questionnaire8CHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT How to go about it?Do it yourselfCommission a marketing rese
10、arch agencyTypes of marketing researchAd-hoc researchCustom designed studiesOmnibus studiesContinuos researchConsumer panelsRetail auditsTelevision viewership panels CHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT What is done with research output?Marketing information systemsA system in which mark
11、eting information is formally gathered,stored,analysed and distributed to managers in accord with their informational needs on a regular planned basis.CHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT Some ethical issues in marketing researchIntrusions to privacyMisuse of marketing research findingsSelling under the guise of marketing researchQuestionable practises in information gatheringUsing studentsPosing under an assumed identityStealing/gaining access through dishonest means to a competitors research data