Sources of Primary DataThe Marketing Research Process Experimental Method Q In experiments the researcher manipulates one or more of the marketing mix variables and compares the effect o
Trang 1Sources of Primary Data
The Marketing Research Process
Experimental Method
Q In experiments the researcher manipulates one or more of the marketing mix variables and compares the effect on the experimental group to a control group that did not receive the manipulation
Trang 2Sources of Secondary Data
The Marketing Research Process
Government Data
Q Census of Population
Q Census of Housing
Q Census of Business
Q Census of Manufacturers
Q Census of Agriculture
Q Census of Minerals
Q Census of Governments
Internal Data
Q Includes sales
analysis reports,
financial performance
reports, cost analysis,
product profit/loss
statements, etc
Trang 3Sources of Secondary Data
The Marketing Research Process
Research Firm Data
Q Many private organizations provide information for the marketing executive e.g
trade associations, advertising agencies,
“Survey of Buying Power.”
Trang 4The Marketing Research Process
Q Analysis, interpretation
and presentation
Q Define the problem
Q Research design
Q Data collection
Trang 5Sampling Techniques
The Marketing Research Process
Population
Q Total group that the
researcher wants to
study
Census
Q Collection of data from all possible sources in a
population or universe
Trang 6Sampling Techniques
The Marketing Research Process
Probability Sample
Q Sampling techniques where respondents have a known
(nonzero) chance of being chosen