Sum International
Marketing Research 2.
year 11 Term
mary
.
Week 1
Marketing manager needs
good information to make res possible and sensible marketing decision
1. 1 perspective
'
Historica
with traditional marketing there 's predominantly one
way traffic of information
-
( internet)
way traffic possible
-
electronic tools make two
-
Marketing turms into interactive
marketing
-
For market research the follow ing fundamental changes Show up :
-
Before samples of (
anonym aus) individualS
-
Now direct
analys.es of ( selection from) alt individuelle performance on available files ( database )
-
Registered buying behaviour as basis for predicting future beging behaviour
1. 2 The m a r ke t
TV prosrams,
Use of fields than business broadened the application of marketing research political
:
the marketing other
Concept in
Kaders bicycle paths , hospital s
,
1. 3 Definition and functions
and of
-
Market research :
Systematic) Collection and
analysis of data relevant for the determination Solution
marketing problems
'
Based on market research decision can be betrerfoundedanddefende.ch
→ In other mords : Reduction of
uencertaintny for the
company
- Functions market research in the business Strategy :
Information function relevant data
-
:
-
Creative function : Ideas
-
Contra 1 function : check
1. 4 Types of research
like ?
- ( Exploratory ) research -
qualitative research explorer : the terrain a
pioneer .
what morivates
people
- Des ciriptive research -
quantitative research :
map the terrain .
Determine market Size ,
market Share ,
% satisfied Customer S
,
etc
'
Exploratory research ( cau s a' ) :
explain Situationen based on divers influence and factor s ( causa ) relations )
1. 5 Requirements quantitative marketing research
Reliabitity the Probability that repeated measurement Iedd the results
- to
:
will some
'
Vati the extent to which other device measures what it is intended to
dity : to test measurement or measure
. Source of errors :
-
Systematic errors :
Bias ( invalidity )
-
Non -
Systematic errors : Coincidental (probability )
1. 6 Research plan
± Formularen of problem definition ( ? ) and objective ( good for mutation
:
Formulare of research Setup
"
on :
-
Definition marker research targergrowps
-
Definition Sample
-
Definition methods of data Collection
-
Observation
.
Communication
'
Experiment
Definition of analysis methods measurement System
-
, 1. 7 Market Research Concepts
All unit ( research
'
Population : research
targetgroups )
←
Sample : Selection from population from when you collected data ( responder ts)
Sampling framing
- :
-
List or address file which represenrs the elements of the
population
wrong email
→
Frame Sampling frame
< complete
er ror : data in a re
wrong ,
in complete , ove r
↳ dankte information of a
Coverage
Pe rs on
" er ror :
population non well covered by the Sample
" Variables :
-
Properties and character istics of the research unit
•
Independent ( e.
g. gender , age )
o
Dependent ( sarisfied, buying behaviour )
-
Representative ty
'
:
be
-
The extent to which the Sample results can
generali Sed for the Whole population
1. 8 Sampling types
( sampling needed)
Probability Select frame
'
or a
sampling
-
Character istic :
all population elements have a known ( most' y equal chance ) to be selected in the
Sample
Types of probability
<
Samples :
-
Simple ( or complete Iy ) random Sample :
o Random nwmberslvo.se with balls
Computerprogramm)
° Random izer (
-
Systematic sample :
• ( alphabetisch ) list ( Sampling frame )
o
every K -
th element : k =
!
• random star t (vage) between 1 and K
-
Cluster Sample :
°
Selection of groupls ) instead of individual
-
More consecutive cluster samples :
staged Sampling
-
Stratified Sample :
o Distinctian of groups ( strana)
°
Sample per group
Proportional stratified
-
:
° Ratio between elements of the
groups a re in sample and population s the some
-
Disproportional srrairified :
° Ratio between elements of the
groups a re in Sample and population not the some
Types of
- non -
probability samples :
-
Convenience or
arbitary Sample :
Selection of elements the Street
° on
,
in
shopping mails
-
Quota sample
-
As convenience ,
but with distinction in
groyps that have to be represented in the research ( sex agecaregories ,
,
.
.
.
)
-
Targeted orpurposive sample :
elements
• Not internes ted in
representativeness , but in
specific of population with relevant Character istics
-
Snow ball Sample :
.
°
At the start of the research
only few elements for sample known , during research Sample elements
leach to other Sample elements
Marketing Research 2.
year 11 Term
mary
.
Week 1
Marketing manager needs
good information to make res possible and sensible marketing decision
1. 1 perspective
'
Historica
with traditional marketing there 's predominantly one
way traffic of information
-
( internet)
way traffic possible
-
electronic tools make two
-
Marketing turms into interactive
marketing
-
For market research the follow ing fundamental changes Show up :
-
Before samples of (
anonym aus) individualS
-
Now direct
analys.es of ( selection from) alt individuelle performance on available files ( database )
-
Registered buying behaviour as basis for predicting future beging behaviour
1. 2 The m a r ke t
TV prosrams,
Use of fields than business broadened the application of marketing research political
:
the marketing other
Concept in
Kaders bicycle paths , hospital s
,
1. 3 Definition and functions
and of
-
Market research :
Systematic) Collection and
analysis of data relevant for the determination Solution
marketing problems
'
Based on market research decision can be betrerfoundedanddefende.ch
→ In other mords : Reduction of
uencertaintny for the
company
- Functions market research in the business Strategy :
Information function relevant data
-
:
-
Creative function : Ideas
-
Contra 1 function : check
1. 4 Types of research
like ?
- ( Exploratory ) research -
qualitative research explorer : the terrain a
pioneer .
what morivates
people
- Des ciriptive research -
quantitative research :
map the terrain .
Determine market Size ,
market Share ,
% satisfied Customer S
,
etc
'
Exploratory research ( cau s a' ) :
explain Situationen based on divers influence and factor s ( causa ) relations )
1. 5 Requirements quantitative marketing research
Reliabitity the Probability that repeated measurement Iedd the results
- to
:
will some
'
Vati the extent to which other device measures what it is intended to
dity : to test measurement or measure
. Source of errors :
-
Systematic errors :
Bias ( invalidity )
-
Non -
Systematic errors : Coincidental (probability )
1. 6 Research plan
± Formularen of problem definition ( ? ) and objective ( good for mutation
:
Formulare of research Setup
"
on :
-
Definition marker research targergrowps
-
Definition Sample
-
Definition methods of data Collection
-
Observation
.
Communication
'
Experiment
Definition of analysis methods measurement System
-
, 1. 7 Market Research Concepts
All unit ( research
'
Population : research
targetgroups )
←
Sample : Selection from population from when you collected data ( responder ts)
Sampling framing
- :
-
List or address file which represenrs the elements of the
population
wrong email
→
Frame Sampling frame
< complete
er ror : data in a re
wrong ,
in complete , ove r
↳ dankte information of a
Coverage
Pe rs on
" er ror :
population non well covered by the Sample
" Variables :
-
Properties and character istics of the research unit
•
Independent ( e.
g. gender , age )
o
Dependent ( sarisfied, buying behaviour )
-
Representative ty
'
:
be
-
The extent to which the Sample results can
generali Sed for the Whole population
1. 8 Sampling types
( sampling needed)
Probability Select frame
'
or a
sampling
-
Character istic :
all population elements have a known ( most' y equal chance ) to be selected in the
Sample
Types of probability
<
Samples :
-
Simple ( or complete Iy ) random Sample :
o Random nwmberslvo.se with balls
Computerprogramm)
° Random izer (
-
Systematic sample :
• ( alphabetisch ) list ( Sampling frame )
o
every K -
th element : k =
!
• random star t (vage) between 1 and K
-
Cluster Sample :
°
Selection of groupls ) instead of individual
-
More consecutive cluster samples :
staged Sampling
-
Stratified Sample :
o Distinctian of groups ( strana)
°
Sample per group
Proportional stratified
-
:
° Ratio between elements of the
groups a re in sample and population s the some
-
Disproportional srrairified :
° Ratio between elements of the
groups a re in Sample and population not the some
Types of
- non -
probability samples :
-
Convenience or
arbitary Sample :
Selection of elements the Street
° on
,
in
shopping mails
-
Quota sample
-
As convenience ,
but with distinction in
groyps that have to be represented in the research ( sex agecaregories ,
,
.
.
.
)
-
Targeted orpurposive sample :
elements
• Not internes ted in
representativeness , but in
specific of population with relevant Character istics
-
Snow ball Sample :
.
°
At the start of the research
only few elements for sample known , during research Sample elements
leach to other Sample elements
