Types of Marketing Research FirmsQ Syndicated Service Firms Q Full-Service Research firms... Types of Marketing Research FirmsQ Collect and distribute for many firms Q Firms share the co
Trang 1Types of Marketing Research Firms
Q Syndicated Service Firms
Q Full-Service Research firms
Trang 2Types of Marketing Research Firms
Q Collect and distribute for many firms
Q Firms share the cost
Q Examples: A.C Nielsen, J.D
Powers, Simmons, Arbitron
Syndicated Service Firms
Trang 3Types of Marketing Research Firms
Q Collect and distribute for one client
Q Client assumes entire cost of project
Q Research firm takes over marketing research function on behalf of client
Full-Service Research Firms Full-Service Research Firms
Trang 4The Marketing Research Process
Q Define the problem
Q Research design
Q Data collection
Q Analysis, interpretation
and presentation
Trang 5Problem Definition
The Marketing Research Process
Q Well defined problems are half solved
Q Help set research objectives
Q Help define data collection process
Trang 6Exploratory Research
The Marketing Research Process
Q Helps gain understanding of the research question
Q Aids in understanding the cause(s) of the problem
Q Discuss the problem with informed sources - customers, suppliers, etc.customers, suppliers, etc
Q Analyze internal records and data