Step 2: Develop the Research Plan
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(1) Specify constraints: the restrictions placed on potential solutions to a
problem. Includes limitations on time and money
(2) Identify Data Needed for Marketing Actions: effective research focuses
on collecting data that will lead to effective marketing actions
(3) Determine How to Collect Data: Determine concepts (ideas about
products or services) and methods (approaches that can be used to collect
data to solve all or part of a problem. Include sampling and statistical
inference)
Key Characteristics of Organizations Buying Behavior - Market Characteristics
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, 1) Market Characteristics:
- Demand for industrial products and services is derived (demand for
industrial products and services is derived from demand for consumer
products and services)
- Few customers typically exist and their purchase orders are large.
Secondary Data - Internal and External
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Internal
- Marketing input data relate to the effort expended to make sales
- Marketing outcome data relate to the results of the marketing efforts
External
- published data from outside the organization
- Data is used to identify characteristics and trends of ultimate consumers
- Syndicated panel data economically answers questions that require
consistent data collection over time
Types of Research
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Primary Research: Qualitative and Quantitative. Conducted by company to
answer a specific question
Secondary Research: Research readily available and compiled by others.
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Give this one a try later!
(1) Specify constraints: the restrictions placed on potential solutions to a
problem. Includes limitations on time and money
(2) Identify Data Needed for Marketing Actions: effective research focuses
on collecting data that will lead to effective marketing actions
(3) Determine How to Collect Data: Determine concepts (ideas about
products or services) and methods (approaches that can be used to collect
data to solve all or part of a problem. Include sampling and statistical
inference)
Key Characteristics of Organizations Buying Behavior - Market Characteristics
Give this one a try later!
, 1) Market Characteristics:
- Demand for industrial products and services is derived (demand for
industrial products and services is derived from demand for consumer
products and services)
- Few customers typically exist and their purchase orders are large.
Secondary Data - Internal and External
Give this one a try later!
Internal
- Marketing input data relate to the effort expended to make sales
- Marketing outcome data relate to the results of the marketing efforts
External
- published data from outside the organization
- Data is used to identify characteristics and trends of ultimate consumers
- Syndicated panel data economically answers questions that require
consistent data collection over time
Types of Research
Give this one a try later!
Primary Research: Qualitative and Quantitative. Conducted by company to
answer a specific question
Secondary Research: Research readily available and compiled by others.
Buy Classes
