Solomon Chapter 3: Marketing Research

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Solomon Chapter 3: Marketing Research by Mind Map: Solomon Chapter 3: Marketing Research

1. Marketing Information System (MkIS)

1.1. Four types of data

1.1.1. Internal Company Data

1.1.1.1. Intranet

1.1.2. Acquired Databases

1.1.2.1. Government Databases

1.1.2.2. Non-competing companies sell their databases

1.1.3. Marketing Research

1.1.3.1. Syndicated Research

1.1.3.2. Custom Research

1.1.4. Marketing Intelligence

1.1.4.1. Marketing Intelligence System

1.1.4.2. Marketing researches known as futurists create different scenarios

1.2. Computers to analyze the data and create reports

1.2.1. Marketing Decision Support Systems (MDSS)

1.2.1.1. Perceptual Maps

1.2.1.2. Contingency planning

1.2.1.3. Data Mining

1.2.1.3.1. Customer acquisition

1.2.1.3.2. Customer retention and loyalty

1.2.1.3.3. Customer abandonment

1.2.1.3.4. Market basket analysis

1.3. Information and the decision makers who use it

2. Marketing Research Process

2.1. 1. Define the Research Problem

2.1.1. 1. Specifying the research objectives

2.1.2. 2. Identifying the consumer population of interest

2.1.3. 3. Placing the problem in an environmental context

2.2. 2. Determine the Research Design

2.2.1. Secondary Research

2.2.1.1. Secondary Data

2.2.2. Primary Research

2.2.2.1. Exploratory (Qualitative) Reearch

2.2.2.1.1. Consumer interviews

2.2.2.1.2. Focus group

2.2.2.1.3. Projective techniques

2.2.2.1.4. Case study

2.2.2.1.5. Ethnography

2.2.2.2. Descriptive (Quantitative) Research

2.2.2.2.1. Cross-sectional Design

2.2.2.2.2. Longitudinal Design

2.2.2.3. Causal Research

2.3. 3. Choose the Method for Collecting Primary Data

2.3.1. Survey Methods

2.3.1.1. Questionnaires

2.3.1.1.1. Mail questionnaires

2.3.1.1.2. Telephone Interviews

2.3.1.1.3. Face-to-face interviews

2.3.1.1.4. Online Questionnaires

2.3.1.2. Observational Methods

2.3.1.2.1. Personal obeservation

2.3.1.2.2. Unobtrusive measures

2.3.1.2.3. Mechanical Observation

2.3.1.3. Online Research is gaining popularity and is really important

2.3.1.3.1. Cookies help

2.3.2. Data Quality

2.3.2.1. Validity

2.3.2.2. Reliability

2.3.2.3. Representitaveness

2.4. 4. Design the Sample

2.4.1. Probability Sampling

2.4.1.1. Simple Random Sampling (SRS)

2.4.1.2. Systematic Sampling

2.4.1.3. Stratified Sampling

2.4.2. Non-Probability Sampling

2.4.2.1. Convenience Sample

2.4.2.2. Quota Sampling

2.5. 5. Collect the Data

2.5.1. Difficult in foreign countries

2.5.1.1. Use Back Translation

2.6. 6. Analyse and Interpret the Data

2.6.1. Tabulate and Crosstabulate

2.7. 7. Prepare the Research Report

2.7.1. Executive summary of the report that covers the high points

2.7.2. Understandable description of methodology

2.7.3. Complete discussion of results

2.7.4. Limitations of study (no study is perfect)

2.7.5. Conclusions and recommendations