Market Research
Feb 26, 2016
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