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define “market research”
analyses the current situation and trends concerning the marketing environment
role of market research
→ to analyse the external environment (market, competition, political, legal, economic, …)
→ to find out chances and risks
necessary questions
demand
where to buy products (Preis/Leistung)
important suppliers
important competitors
transport routes
political situation
thematic focuses in market research
export market research
import market research
environment market research
product market research
company research
price research
steps of a research plan
defining problems and goals
identifiying need for information
research design
analysing data
presenting the report
Pestle analysis
political
economical
social
technological
legal
environmental
methods of marketing research
informationgathering
primary research
secondary research
information evaluation
organising
scaling
preparing
evaluating
market forecasts
qualitative methods
quantitative methods
4 steps of designing a survey
set objectives
determine samples
report/result presentatiton
field research
types of questions
open-ended
semi sturctured
closed-end
dichotomous questions
multiple choice with a single awnser
multiple choice with multiple awnsers
types of scaled questions
likert scale
semantic differential
intent scale
smiling face scale