Market Research

Market Research

Marketing Intern

• Project Goal:–By the end of this

unit, you will develop an effective marketing research study for a mobile phone company.

• Think about:– The various mobile

phone companies and the products they offer.

– Making a list of mobile phone features

– Visiting mobile phone retailers to observe merchandising the promotional strategies.

TURN TO PAGE 700Your objective is to develop an effective marketing research study on teenaged cell phone users for

your client, a mobile phone company.

Describe the scenario in your own words:

What are the five steps?

Definitions:

• Primary research• Secondary research• Market research• Marketing information

system• Marketing plan• Marketing strategies• Database marketing• database

Create a Graphic Organizerto explain Marketing Research

What is Primary Data?

Research ___________for the first time and relates directly to the collector’s study.

• How do I collect primary data?– Observation– Interviews – in person, by phone, through mail– Surveys– Observe buyers at competitor’s site– Focus groups

What is Secondary Data?

Information collected ___ someone ______for their own purposes.

• Where do I find Secondary Data?– Internet– Government and community organizations– Website of the U.S. Census Bureau– Chamber of Commerce– Trade associations– Trade publications– Commercial research agencies

Five Steps of Market Research

Step 1• Identify

information needs

Step 2• Obtain

Secondary Resources

Step 3• Collect

Primary Data

Step 4• Organize the

data

Step 5• Analyze the

data

Examples of organized data:

Raw Data Sources

• Survey Method• Technological Methods• Personal Interview• Mail Survey• Internet Survey• Observation Method• Experimental Method• Point-of-Sale Research

ACTIVITY TIMEObtaining Data Discovery Project