MRA-1
session 1
what i learned today?
formation of groups for market research during next 2 terms. Future MBA proj is going to be likely on market research since companies don't let you access financial information or HR. Tomorrow we will do analysis of Dell case study
Classification of marketing research:
problem identification research
problem solving research
Marketing research process:
1) problem definition
2) development of an approach to the problem
3) research design formulation
4) fieldwork or data collection
5) data preparation and analysis
6) report preparation and presentation
marketing research suppliers and services
research suppliers
internal (own, inside the company)
external:
1) full service: syndicated, customized, internet services
2) limited service: field services, focus groups, technical analytical services etc
session 2
MRA 1
what did i learn today?
research design
first we define the problem, then we design research to address the problem, then comes field work and then analysis of the data we have compiled.
define the problem correctly, narrow it.
case of Dell Questionnaire:
ways to count data: 1) we can count the frequency in each question e.g. 1st question , count frequency on side.
Another way is to think about segments: age, gender... then count data after dividing into two or more segments.
or we can group together variables
e.g. satisfaction, recommendation, repeat customer
best case 1,1,1
worst case 4,5,5
so we take 15-(1+1+1) = 12 best
and 15-(4+5+5) = 1 worst
and if say these three variables gave us 3,4,5 then we have 15-(3+4+5) = 3
so we are consolidating scores from 3 variables into 1 variable i.e. the "overall" variable
take price sensitive data
take correlation of price + satisfaction
then we see segments and see patterns among segments, satisfaction (overall) and price.
in Dell questionnaire we see that the set of Questions deal with: demographics
loyalty
price sensitivity
early adoption
image of Dell
usage
6 pieces of information survey that come out of it
Hypothesis: can be about customer loyalty, customer knowledge about environment, is customer early adopter?
then we move on to the mathematical model which was not covered in today's class.
session 1
what i learned today?
formation of groups for market research during next 2 terms. Future MBA proj is going to be likely on market research since companies don't let you access financial information or HR. Tomorrow we will do analysis of Dell case study
Classification of marketing research:
problem identification research
problem solving research
Marketing research process:
1) problem definition
2) development of an approach to the problem
3) research design formulation
4) fieldwork or data collection
5) data preparation and analysis
6) report preparation and presentation
marketing research suppliers and services
research suppliers
internal (own, inside the company)
external:
1) full service: syndicated, customized, internet services
2) limited service: field services, focus groups, technical analytical services etc
session 2
MRA 1
what did i learn today?
research design
first we define the problem, then we design research to address the problem, then comes field work and then analysis of the data we have compiled.
define the problem correctly, narrow it.
case of Dell Questionnaire:
ways to count data: 1) we can count the frequency in each question e.g. 1st question , count frequency on side.
Another way is to think about segments: age, gender... then count data after dividing into two or more segments.
or we can group together variables
e.g. satisfaction, recommendation, repeat customer
best case 1,1,1
worst case 4,5,5
so we take 15-(1+1+1) = 12 best
and 15-(4+5+5) = 1 worst
and if say these three variables gave us 3,4,5 then we have 15-(3+4+5) = 3
so we are consolidating scores from 3 variables into 1 variable i.e. the "overall" variable
take price sensitive data
take correlation of price + satisfaction
then we see segments and see patterns among segments, satisfaction (overall) and price.
in Dell questionnaire we see that the set of Questions deal with: demographics
loyalty
price sensitivity
early adoption
image of Dell
usage
6 pieces of information survey that come out of it
Hypothesis: can be about customer loyalty, customer knowledge about environment, is customer early adopter?
then we move on to the mathematical model which was not covered in today's class.
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