Lecture Marketing Basic
Lecture Marketing Basic Market research
*Marketing research – gather the information and use it for making decisions. Making image of the company products.
*Market research is conducted to understand markets-customers, competitors, and industries. Shorter- to understand a network of customers. (The understandment of prices).
*Marketing research is conducted to determine the impact of marketing strategies and tactics on customers, competitors and industries. (It is important to know cause it depends how business is going to be, succeed of failed)
DEFINITION OF RESEARCH IN MARKETING
*The Market research society, in the UK, defines market as:
Why to analyze? –To compare .2) Breakdown 3) Forecasting
Quantity- to analyze and describe things by usually using numbers.
Qualitative- To understand behind the decision. F.E
STAGES OF RESEARCH
*PURPOSE: WHAT? Are we going to do?
*Population: Who? Who is going to participate in this?
*Procedure: HOW? The way you conduct, will affect the result.
*Publication: TO WHO?
CONTENTS OF THE RESEARCH BRIEF
*Backround summary- Brief introduction and details about the company and its products and/or services that the organization offers.
*The management problems- Why are we not performing as well as we should, or performing either way ? –Statemen of why the research should be undertaken and which business decisions are dependent upon its outcome.
*The Marketing research questions-List of the information necessary in order to make the decisions outlined above.
CATEGORIES OF RESEARC DESIGN
*Exploratory research – we need to identify the main parts, to make a big picture. To get overall picture. It is used when little is known about a particular management problem and to discover the general nature of the questions that might relate to it. Exploratory designs enable the development of hypotheses.
*Descripitive research –( Descriptive research is used to describe
*Marketing research – gather the information and use it for making decisions. Making image of the company products.
*Market research is conducted to understand markets-customers, competitors, and industries. Shorter- to understand a network of customers. (The understandment of prices).
*Marketing research is conducted to determine the impact of marketing strategies and tactics on customers, competitors and industries. (It is important to know cause it depends how business is going to be, succeed of failed)
DEFINITION OF RESEARCH IN MARKETING
*The Market research society, in the UK, defines market as:
Why to analyze? –To compare .2) Breakdown 3) Forecasting
Quantity- to analyze and describe things by usually using numbers.
Qualitative- To understand behind the decision. F.E
STAGES OF RESEARCH
*PURPOSE: WHAT? Are we going to do?
*Population: Who? Who is going to participate in this?
*Procedure: HOW? The way you conduct, will affect the result.
*Publication: TO WHO?
CONTENTS OF THE RESEARCH BRIEF
*Backround summary- Brief introduction and details about the company and its products and/or services that the organization offers.
*The management problems- Why are we not performing as well as we should, or performing either way ? –Statemen of why the research should be undertaken and which business decisions are dependent upon its outcome.
*The Marketing research questions-List of the information necessary in order to make the decisions outlined above.
CATEGORIES OF RESEARC DESIGN
*Exploratory research – we need to identify the main parts, to make a big picture. To get overall picture. It is used when little is known about a particular management problem and to discover the general nature of the questions that might relate to it. Exploratory designs enable the development of hypotheses.
*Descripitive research –( Descriptive research is used to describe