Marketing Research Methods& Environment
Marketing Research Methods& Environment A 1. Marketing research process ● Define the problem ● Define research objectives ● Choose data sources ● Choose research methods ● Construct sample ● Set budget and deadlines ● Undertake research ● Analysis and evaluation 2. Secondary data sources Internal External ● Sales figures ● Customer reports ● Cost data ● Competitor information ● Government publications ● Commercial publications 3. Primary field data sources ● Experiments ● Observations ● Interview 4. Surveys ● Key research method to obtain information from large samples. ● Wide range of uses: to ascertain facts, beliefs, opinions, attitudes ● Various methods to complete surveys are interview, telephones, face to face, postal, online. 5. Advantages & Disadvantages Advantages Disadvantages ● Wide coverage ● Lo