Qualitative Observation ResearchConsumer Research Q Expression of the preferences, opinions and motivations of the customer Q Voice of the customer Q Hands-on consumer research Q Motiv
Trang 1Qualitative Observation Research
Consumer Research
Q Expression of the preferences,
opinions and motivations of the customer
Q Voice of the customer
Q Hands-on consumer
research
Q Motivational research
Trang 2Qualitative Observation Research
Consumer Research
Q Conducted by direct observation
by managers of the way current
customers use specific products and brands
Q Motivational research
Q Voice of the customer
Q Hands-on consumer
research
Trang 3Qualitative Observation Research
Consumer Research
Q Research method directed at
discovering the conscious or
subconscious reason that motivates a person’s behavior
Q Voice of the customer
Q Motivational research
Q Hands-on consumer
research
Trang 4Customer Visits in Business-to-Business Marketing Customer Visits in
Business-to-Business Marketing
Consumer Research
Trang 5Focus Group Research
Consumer Research
group of
a free wheeling,
focuses on a particular
shopping habits, etc.
Trang 6Electronic Observational Research
Consumer Research
scanning
Trang 7Decision Support Systems
Consumer Research
(DSS) is a set of computer
managers
Trang 8Decision Support Systems
Consumer Research
Customer sends in warranty card, enters sweepstakes, etc
Permission is given to to record and use information for direct
marketing
Database elements
are specified (name,
address, hobbies,
etc.) The source of
record and data are
added
Record is added to database using database management software (e.g., Microsoft Access)
Target segment is specified and deep-segmentation statistical analysis identifies hobbies, interest, usage
situation, and promotion preferences
Most appealing direct-marketing campaign
is designed to promote most appealing products and features to target
segment
Database is updated, recording response of customer to campaign
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4 5 6
Trang 9Components of a System
Decision Support System
Dissemination
to decision
makers
Marketing Information System
Integration with plan Marketing
Database