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Market Research
WHAT IS MARKET RESEARCH? “ Market research is the systematic gathering , recording and analysing of data about problems relating to the marketing of goods and services.” “ Market research is the means by which those who provide goods and services keep themselves in touch with the needs and wants of those who buy these goods and services.”
METHODS OF RESEARCH ,[object Object],[object Object],[object Object]
METHODS OF RESEARCH ,[object Object],[object Object],[object Object],[object Object],There are 2 main types of market research:
FIELD RESEARCH ,[object Object],[object Object],[object Object],[object Object],Involves the use of PRIMARY data which does not already exist and must be collected from scratch. Methods include: ,[object Object],[object Object],[object Object],[object Object],[object Object]
COSTS & BENEFITS OF FIELD ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
SAMPLING ,[object Object],[object Object],[object Object],[object Object]
METHODS OF SAMPLING ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
DESK RESEARCH ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Involves the use of SECONDARY data which already exists in some form having been collected for another purpose. This information may be internal or external.
EXTERNAL SOURCES ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Secondary data is available from a wide variety of external sources. Although this information has been collected for another purpose, firms may be able to adapt it for their own use. Organisations may have to pay for access to this data but this will still be cheaper and probably less time-consuming than primary research
BENEFITS OF MARKET RESEARCH ,[object Object],[object Object],[object Object],[object Object]
PROBLEMS WITH MARKET RESEARCH ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Questions ,[object Object],[object Object],[object Object],[object Object],[object Object],Sol
Questions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Market Research Slides

  • 2. WHAT IS MARKET RESEARCH? “ Market research is the systematic gathering , recording and analysing of data about problems relating to the marketing of goods and services.” “ Market research is the means by which those who provide goods and services keep themselves in touch with the needs and wants of those who buy these goods and services.”
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