Marketing research in practice

Question 1

What is market(ing) research?

Answer 1

“The process of planning, collecting, and analyzing data relevant to a marketing decision.”

Question 2

How do you do market research?

Answer 2

1. Set research objective
   - defying the information required
2. Design the research
   - defining the analytical approach, data needed, and data collection
3. Collect data
4. Analyse the data
5. Report results/ take action

Question 3

Data collection

Answer 3

Secondary data: (collected before the focal project)

Internal data, e.g., 
	− ERP data 
	− CRM data 
	− Website traffic data 
Competitor data, e.g., 
	− Websites 
	− Annual reports 
Customer data, e.g., 
	− Websites 
	− User-generated content 
Third-party data, e.g., 
	− Government statistics 
	− Commercial reports / databases 

Primary data (collected for the focal project)

Qualitative data, e.g., 
	− Depth interviews 
	− Focus groups 
	− Observations 
Quantitative data, e.g., 
	− Survey data 
	− Experimental data