Marketing Research

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Marketing Research by Mind Map: Marketing Research

1. What

1.1. The systematic design, collection, analysis, reporting of data and findings relevant to a specific marketing situation.

2. Why

2.1. To link the consumer to the marketer by providing information used in making marketing decisions

3. How

3.1. Define the problem & research objectives

3.1.1. Understand decision maker problem

3.1.2. Translate those problems to marketing research problem

3.2. Develop the research plan

3.2.1. Identify Data sources Secondary data Low cost, less time consuming May not be the target market. Reliability doubtful Your competitor can obtain the same level of data Refs Primary data take long time & money to collect Exploratory approach Descriptive & Causal approach

3.2.2. Choose Research Approaches Observation & ethnographic Focus group Surveys Behavioral data Experiments

3.2.3. Research instrument Questionnaires question types Qualitative Measures/Techniques Word associations & counter Visualization Projective techniques ZMET approach Brand personification Laddering Technology devices Eye-tracking

3.3. Collection the information

3.3.1. Online surveys

3.3.2. Telephone surveys

3.3.3. Interviews

3.3.4. In-home surveys

3.4. Analyse the information

3.4.1. Example questions

3.4.2. Measurement level Nominal scale Ordinal scale Interval scale Ration scale

3.4.3. Central tendancy Mode Median Mean

3.4.4. Variability Frequency Percentage distribution Cumulative percentage Standard deviation

3.5. Present the findings

3.5.1. Find the compelling narrative visualization methods: A Periodic Table of Visualization Methods

3.5.2. Think about your audience 1. Novice: first exposure to the subject, but doesn't want oversimplification 2. Generalist: aware of the topic, but looking for an overview understanding and major themes 3. Managerial: in-depth, actionable understanding of intricacies and interrelationships with access to detail 4. Expert: more exploration and discovery and less storytelling with great detail 5. Executive: only has time to glean the significance and conclusions of weighted probabilities

3.5.3. Be ojective and offer balance

3.5.4. Don't Censor

3.5.5. Finally, edit, eidt, edit

3.6. Make the decision

4. How Good

4.1. Scientific method

4.2. Research creativity

4.3. Multiple methods

4.4. Interdependance of models and data

4.5. Value and cost of information

4.6. Healthy skepticism

4.7. Ethical marketing