Professional Documents
Culture Documents
Chapter 4
Chapter 4
Chapter 4
Seventeenth Edition
Chapter 4
User’s
Needs
MIS
Offerings
Internal data
Marketing intelligence
Marketing research
Exploratory research
Descriptive research
Causal research
Research objectives
Information needed
Budget
Disadvantages
Advantages
- data may not be
Research Approaches
Contact Methods
Sampling Plan
Research Instruments
Advantages
• Low cost
• Speed
• Higher response rates
• Good for hard to reach
groups
Research Instruments--Questionnaires
• Most common
• In person, by phone, or online
• Flexible
• Researchers must be careful with wording and ordering of
questions
§ Closed-ended
§ Open-ended
• Useful in exploratory research
Research Instruments—Questionnaires
• by phone
• Exercise 7 (page 15 – English for Marketing and Advertising)
Checkout
scanners
Neuro-
People
meters marketin
g
Mechanical
devices
• Interpret findings
• Draw conclusions
• Report to management
Copyright © 2018 Pearson Education Ltd. All Rights Reserved.
Learning Objective 4
Explain how companies analyze and use marketing information.