Académique Documents
Professionnel Documents
Culture Documents
MCM-401 (08)
4 Types of House Journals. a. Magazines - - A4 size. b. Newspapers - - like a tabloid. c. Newsletter - - 2 to 8 pages like progress etc. d. Wall newspaper - - like a poster.
Evaluating Results
2 Kinds of Results. 1. Qualitative. Cannot be measured statistically
2. Quantitative. Statistics based results. 3. Self Evident results. Results which are seen
or experienced. Methods of Assessment. By Enquiries received. By Statistical data. By source. Opinion Polls. Media feedback.
Marketing Research.
Definition A branch of social science which uses scientific methods to collect information about markets for goods & services. Research Terminology 1. Population or universe - total number of people relevant to a particular survey. 2. Respondent or interviewee - A person questioned in a survey.
Marketing Research
Methods 1. 2. 3. 4. Published survey findings. Commissioned surveys. Advertising media research. Original or primary research.
Types of Research 1. 2. 3. 4. Desk Research using exisiting statistics. Field Research interviewing in the field Ad hoc Research one - off surveys. Continuous Research surveys carried out regularly
Marketing Research
Techniques.
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Opinion , attitude or shift surveys. Consumer panels. Motivational research. Discussion group. Tele(phone) questionnaire. Postal questionnaire. Coupon survey. Dealer ,retail or shop audit. Qualitative research. Image study.
(b) Which of the following makes of car do you normally drive? Suzuki Honda Santro Fiat Toyota Kia
Mercedes
BMW
(c) How would you rate the reliability of the car you normally drive?
Very bad Bad Poor Fairly good Good Very Good
(d) State briefly why you would , or would not buy the same make of car again ------------------------------------------------------