Marketing nghiên cứu thị trường phần 4 pptx

Research Process Problem Recognition Define Problem Secondary Research Quick Primary Research Primary Research Analyze Information Present Findings Consumer Research Qualitative observation research Customer visits in business-tobusiness marketing Focus group research Electronic observational research Decision support systems Consumer survey research Secondary data analysis Consumer Research Qualitative Observation Research Voice of the customer Hands-on consumer research Motivational research Consumer Research Qualitative Observation Research Voice of the customer Hands-on consumer research Motivational research Expression of the preferences, opinions and motivations of the customer Consumer Research Qualitative Observation Research Voice of the customer Hands-on consumer research Motivational research Conducted by direct observation by managers of the way current customers use specific products and brands Consumer Research Qualitative Observation Research Voice of the customer Hands-on consumer research Motivational research Research method directed at discovering the conscious or subconscious reason that motivates a person’s behavior Consumer Research Customer Visits in Business-to-Business Marketing Business-to-Business Consumer Research Focus Group Research A focus group is a carefully recruited group of Six to twelve people who participate in a free wheeling, One to two hour discussion that focuses on a particular Subject, such as product usage, shopping habits, etc Consumer Research Electronic Observational Research Bar-coding and scanning Consumer Research Decision Support Systems A decision support system (DSS) is a set of computer Software programs that help managers Make marketing mix decisions Consumer Research Decision Support Systems Customer sends in warranty card, enters sweepstakes, etc Permission is given to to record and use information for direct marketing Record is added to database using database management software (e.g., Microsoft Access) Database elements are specified (name, address, hobbies, etc.) The source of record and data are added Database is updated, recording response of customer to campaign Target segment is specified and deepsegmentation statistical analysis identifies hobbies, interest, usage situation, and promotion preferences Most appealing directmarketing campaign is designed to promote most appealing products and features to target segment ... Make marketing mix decisions Consumer Research Decision Support Systems Customer sends in warranty card, enters sweepstakes, etc Permission is given to to record and use information for direct marketing. .. reason that motivates a person’s behavior Consumer Research Customer Visits in Business-to-Business Marketing Business-to-Business Consumer Research Focus Group Research A focus group is a carefully...Consumer Research Qualitative observation research Customer visits in business-tobusiness marketing Focus group research Electronic observational research Decision support systems Consumer