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Anglicky v odborných předmětech " Support of teaching technical subjects in English “

Anglicky v odborných předmětech " Support of teaching technical subjects in English “. Tutorial: Business Academy Topic: Marketing research Prepared by : Ing. Adéla Hrabcová. Projekt Anglicky v odborných předmětech, CZ.1.07/1.3.09/04.0002

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Anglicky v odborných předmětech " Support of teaching technical subjects in English “

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  1. Anglicky v odborných předmětech"Support of teaching technical subjects in English“ Tutorial: Business Academy Topic: Marketing research Prepared by: Ing. Adéla Hrabcová Projekt Anglicky v odborných předmětech, CZ.1.07/1.3.09/04.0002 je spolufinancován Evropským sociálním fondem a státním rozpočtem České republiky.

  2. Presents activitiesby means of which factory (or other authorised organisation) gains information about the basic characteristics of a particular market. METHODS OF GAINING INFORMATION • PRIMARY • Questionings • Watching • Panel • Experiment • SECONDARY • Internal • External Marketing research

  3. Questionings Questionings = information acquisition based on the direct or indirect contact with the respondent (interviewed). The base lies in communication between the researcher (interviewer) and the interviewed. This communication can be either director indirect.

  4. Questionings direct and indirect Direct questionings= interview, personal dialogue, „face to face" communication. The advantage is a quick response; as the disadvantage are considered high costs and also it is more time demanding. Indirect questionings= questionnaire (disadvantage is a lower return rate), telephone interview (often seen as privacy interruption, the call needs to be timed correctly), email interview (disadvantage again a lower return rate, advantage is low costs and fastness).

  5. The results of questioning depend on the selection, number and quality of the questions. The basic principles are: -understandably asked questions (to consider e.g. the education of the interviewed) -the questions should be understandable immediately(meaning: no further explanation needed) -questions must not include ambiguous expressions, slang, vulgarism, too many foreign words -not too many questions (must not restrain) -the questions should be easily rememberable Principles of correct questioning

  6. Watching Watching is an aimed observation and noticing of a specific event or process without the observer‘s (=person processing the observation) interruption. Watching can be: Evidential– the observer is present Hidden–the observer is not present, e.g. so that does not disturb the process (e.g. watching by camera)

  7. Board This term is used for respondents who are asked repeatedly in order to get the information needed. This can be for example a stable sample of loyal company‘s consumers who are asked certain questions. In the company there can be more panels; often we have a panel of suppliers, consumers….

  8. Experiment Is aimed for events which are going to happen or are likely to happen. The experiment can be performed: • in a laboratory - simulated conditions • in a field– natural conditions Example: Experiment in natural conditions can be used e.g. when finding out the impact of any new advert when changing the packaging …

  9. Secondary information finding It is based on the fact that many institutions or company units have already processed some information. These data are then further (secondary) used also for a marketing research. Type of information: Internal = information is gained inside the company, e.g. from accounting, various reports … External = information is gained from the neighbourhood, e.g. press, stats …

  10. EXERCISE Figure out the method of information gaining: 1. Watching plate numbers of cars arriving to the supermarket Primary, watching 2. Test sales of a new product to the selected consumers Primary, experiment 3. Information about the costs and revenues gained from the company‘s accounting Secondary, internal

  11. EXERCISE - fill in sentences: A group of consumers, that are sent on a regular basis questionnaires is called Experiment can be held in Information gained from stats can be called Watching can be Questionnaire or telephone interview belongs to questioning panel. laboratory or field conditions. secondary, external. evidentialor hidden. indirect.

  12. Bibliography: • KOTÍKOVÁ, H., ZLÁMAL, J.: Základy marketingu. 1. vydání. Olomouc: Univerzita Palackého v Olomouci, 2006. ISBN 80-244-1489-9. • KOTLER, P.: Marketing, management. 12. vydání. Praha: Grada, 2007. ISBN 978-80-247-1359-5. • MOUDRÝ, M. Základy marketingu. Computer Media, 2008. ISBN 978-80-7402-0025-5.

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