Acct 401 Business Marketing

Class 7: Gathering Market Data

Content:

During this class students will explore strategies used to collect, and interpret, data that is used for making sound marketing decisions. Specific topics explored during this class will include:

marketing research versus market research
primary versus secondary research
quantitative versus qualitative research
primary research tools:
- trade shows
- observation
- controlled experiment
- test marketing
- surveys
- focus groups
marketing research firms:
- full service supplier
- partial service supplier
- syndicated service
marketing research process:
- formulate the problem (question)
- develop research design
  - exploratory research
  - quantitative research
- determine data collection method
- design sample and collect data
- analyze data

statistics and sampling techniques:
- population
- census
- sample
- probability samples:
  - simple random sample
  - stratified sample
  - cluster sample
- non-probability samples:
  - convenience sample
  - judgment sample
  - quota sample

Marketing Research: The systematic gathering, recording, and analyses of data regarding a market or the marketing environment.

Test Marketing: The initial sale of a product/service, for exploratory purposes, to a limited area or region. The sale of the product/service is often accompanied by a marketing campaign similar to the campaign that would be used for the larger market, so that the effectiveness of the campaign can be assessed.

References:

Text Reference:

Text, chapter #7, pages 143 - 162

PowerPoint:

Gathering Market Data

Handouts/Articles:

Keeping Viewing Facilities in Perspective

Relevant web sites:

Return to main index