Marketing research презентация

and the characteristics of markets

It involves using surveys(опросы), polls, focus groups and other methods to gather information

of business organisations

Research Purposes
To identify customer needs and then meet those needs
To learn about customer attitudes and values
To help develop products and services that meet identified needs

customers, drawn from the whole population
Classifying customers according to socio-economic status, lifestyle, family circumstances, gender and so on
It’s better to define the target market as a collection of ‘segments’
Each segment will have different characteristics
Each segment’s needs and wants must be satisfied

selection specialization 3) product specialization

4) Market specialization 5) complete coverage of the market

may only be appropriate in certain circumstances (обстоятельства)
Users need to work out if the method is right for them according to its cost, reliability, validity, accessibility and the time it will take to gather

till data, etc.
External Sources
Government Statistics (ONS)
EU - Euro Stat
Trade publications
Commercial Data - Gallup, Mintel, etc.
Household Expenditure Survey
Magazine surveys
Other firms’ research
Research documents – publications, journals, etc.

a particular theme. Material is gathered from:
Internal company information
Relevant (соответствующая) tourism (trade) literature
Newspapers
Magazines
Firms’ annual reports
 

evaluate
- Can be highly focussed and relevant
- Care needs to be taken with the approach and methodology to ensure accuracy (Необходимо проявлять осторожность при выборе подхода и методологии, чтобы обеспечить точность)
- Types of question – closed – limited information gained; open – useful information but difficult to analyse

18 year olds drink alcohol at least four times a week - doesn’t tell you why, when, how
Qualitative – more detail – tells you why, when and how!

meetings with customers and suppliers
It generates opinions and may be unrepresentative of the whole population

new approaches
Generate a discussion
But they involve a small sample (выборка) and may not mirror the overall population

be very expensive
Usually involve the interviewer asking questions from a written questionnaire or from a list of topics

from large sample sizes
A prepared script (сценарий) is used as with written questionnaires, but a phone survey allows opinions to be tested further

area
Generally cost less than telephone interviews
But take longer to complete
No interviewer, so less chance of personal bias (личная предвзятость)
Unable to probe for more detailed information

select those not in the target group – indiscriminate
Sample sizes may need to be large to be representative
Can be very expensive

Stratified or Segment Random Sampling
Samples on the basis of a representative strata or segment
Still random but more focussed
May give more relevant information
May be more cost effective

are interviewed, etc.
May not be fully representative
Cheaper method

Cluster Sampling
Primarily based on geographical areas or ‘clusters’ that can be seen as being representative of the whole population
Multi-Stage Sampling
Sample selected from multi stage sub-groups
Snowball Sampling
Samples developed from contacts of existing customers – ‘word of mouth’ type approach!

strategic development
May help to reduce risk of new product development
Communicates image, vision, etc.
Globalisation makes market information valuable (HSBC adverts!!)

be inaccurate or unreliable(неточной или ненадежной)
Results may not be what the business wants to hear!
May stifle initiative and ‘gut feeling’ (Может подавить инициативу и 'шестое чувство')
Always a problem that we may never know enough to be sure!

qualitative and quantitative methods.
The main types of mix-methodologies: hall tests, home tests and mystery shopping.
Hall-test - method of investigation, when a large group of people (up to 100-400 people) in a special room is testing a product and/or its elements (packaging, advertisement, etc.), and then answers questions (fill in the form), relating to the goods.
Home-test - similar to the hall-test, with the only difference that the testing of the goods occurs in the home (the home of the Respondent). Use this method when a need long-term testing of the goods. As a rule, product packaging does not contain the names of trademarks and indications of the firm-manufacturer.

level of the service with the help of experts, acting in the role of fake buyers (customers, clients, etc.). Mystery Shopping allows you to evaluate the work of the personnel from the point of view of the consumer and take timely measures to improve the quality of the service. In addition, Mystery Shopping allows producers of a certain product to evaluate the work of the staff of the retail traders with these goods (availability in the warehouse, presentation, etc.).