The meaning and content of marketing research

Marketing research technology (steps): Define marketing issues and research content - Prepare research plan - Collect information - Analyze information - Display research results - Make marketing decisions

Primary data (raw data)

Secondary data

Observation research: A method of collecting primary data by observing the people, behaviors, and environments involved in a particular marketing process.

Experimental research: In order to test the impact of specific marketing stimuli on customer behavior, several control methods must be introduced

Research

Expert estimate

Conduct marketing research using the Internet as a medium

Create online panels, provide regular feedback, organize live discussions, or schedule online focus groups

Online experimental research

Create a virtual shopping environment

Classification scale: a measurement scale that classifies things according to certain attributes, and each type is a parallel relationship (name, category, title, name)

Ordinal scale: A measurement scale for the hierarchical and sequential differences between things (order, sequence, sequence, grade)

Interval scale: Not only can things be sorted into different categories, but also the distance between them can be accurately measured (interval, interval, interval, equal distance)

Fixed ratio scale: 3 kinds of "absolute zero points", which can perform addition, subtraction, multiplication and division operations (ratio, equal ratio, proportion)

Definition: The total amount purchased by a certain customer in a certain geographical area, a certain time, a certain marketing environment and a certain marketing plan

Marketing power and market demand

market reaction function

Market forecast and market potential

Business needs

Concept: In a certain period of time, under a certain level of industry marketing power, and under certain environmental conditions, the maximum sales volume that all enterprises in an industry can achieve

Formula: Q=nqp, Q is the total market potential, n is the number of buyers of a specific product under given conditions, q is the average purchase quantity of each buyer, and p is the product price.

Reachable market: all buyers that a company's products can reach and attract

Market accumulation method: first identify the possible buyers of a product in each market, and then add up the estimated purchase potential of each market.

Purchasing power index method: a method of estimating its market potential with the help of various indices related to regional purchasing power (such as: regional purchasing power as a percentage of the country’s total purchasing power)