Types Of Marketing Research
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Types of Marketing Research
Types of Marketing Research
• Exploratory Marketing Research • Conclusive Marketing Research
Types of Marketing Research
Exploratory Marketing Research This type of research looks for hypothesis. Hypothesis is drawn from ideas developed in previous research studies or are derived from theory. Hypothesis are tentative answers to questions that serves as guides for most research studies.
Types of Marketing Research
Exploratory Marketing Research •Use of Exploratory Research •Design of Exploratory Research 1. Study of Secondary Data 2. Analysis of selected cases 3. Survey of Knowledgeable persons a) Depth Interviews b) Projective Techniques c) Focus Group Interviews
Types of Marketing Research
Use of Exploratory Research This usually results when a researcher is called in by a manager or a client who says, “We’re not getting the sales volume we think we should. What’s Wrong?” A manager may sense that changes are taking place in the market that opens opportunities for a new product or a problem for established product. He wants help in deciding actions to be taken.
Types of Marketing Research
Design of Exploratory Research Study of Secondary Data The quickest and most economical way for researchers to find possible hypotheses to take advantage of the work of others and utilize their own earlier efforts
Analysis of selected cases It involves the comprehensive study of complex situations in which the interrelations of several individuals are important
Types of Marketing Research
Design of Exploratory Research Survey of Knowledgeable persons All persons who have general subject of interest or have any association with efforts to market the product in question are potential sources of information in marketing research. Such persons may include top executives or sales managers of the companies etc.
Types of Marketing Research
Conclusive Marketing Research This can be classified into
•Descriptive This attempts to obtain a complete and accurate description of a situation by collection of large data which may contain unnecessary data. This data are used as direct bases for marketing decisions after analyzing it
•Experimental This is the research process in which one or more variables are manipulated under artificial conditions that permits the collected data that show the effects
Types of Marketing Research
Flow of Research Process Vague Problem
Exploratory research
Hypotheses
New Ideas
Conclusive research Decision
Types of Marketing Research
End of Types of Research
Types of Marketing Research
• Exploratory Marketing Research • Conclusive Marketing Research
Types of Marketing Research
Exploratory Marketing Research This type of research looks for hypothesis. Hypothesis is drawn from ideas developed in previous research studies or are derived from theory. Hypothesis are tentative answers to questions that serves as guides for most research studies.
Types of Marketing Research
Exploratory Marketing Research •Use of Exploratory Research •Design of Exploratory Research 1. Study of Secondary Data 2. Analysis of selected cases 3. Survey of Knowledgeable persons a) Depth Interviews b) Projective Techniques c) Focus Group Interviews
Types of Marketing Research
Use of Exploratory Research This usually results when a researcher is called in by a manager or a client who says, “We’re not getting the sales volume we think we should. What’s Wrong?” A manager may sense that changes are taking place in the market that opens opportunities for a new product or a problem for established product. He wants help in deciding actions to be taken.
Types of Marketing Research
Design of Exploratory Research Study of Secondary Data The quickest and most economical way for researchers to find possible hypotheses to take advantage of the work of others and utilize their own earlier efforts
Analysis of selected cases It involves the comprehensive study of complex situations in which the interrelations of several individuals are important
Types of Marketing Research
Design of Exploratory Research Survey of Knowledgeable persons All persons who have general subject of interest or have any association with efforts to market the product in question are potential sources of information in marketing research. Such persons may include top executives or sales managers of the companies etc.
Types of Marketing Research
Conclusive Marketing Research This can be classified into
•Descriptive This attempts to obtain a complete and accurate description of a situation by collection of large data which may contain unnecessary data. This data are used as direct bases for marketing decisions after analyzing it
•Experimental This is the research process in which one or more variables are manipulated under artificial conditions that permits the collected data that show the effects
Types of Marketing Research
Flow of Research Process Vague Problem
Exploratory research
Hypotheses
New Ideas
Conclusive research Decision
Types of Marketing Research
End of Types of Research
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