Marketing Management

2995 Words May 31st, 2011 12 Pages
If you are working in a super market, what techniques/ tools you will use in data collection. How are you going to analysis the data and make inferences? How will you finally apply your market research to improve sales and win over customers?

When thinking of market research, surveys are most likely the first technique that comes to ones mind. However, surveys are a quantitative research and, in order to understand customer behavior and the social and cultural context in which our business will operate, we will need to perform some qualitative research as well.

Qualitative methods are most certainly a more appropriate option when in need of researching patterns and attitudes in customer behavior, understand the depth of the environment
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Some products are requested and are offered only in certain periods of a year, as demand can be driven by social or cultural factors (think of seasonal holidays, for example). Consumers' lifestyle might also dictate the day or week when shopping is done.

Where do people buy?

Identifying the preferred location for people to buy is yet another important task in researching consumers' behaviour. Where do they buy from? Supermarkets? The corner shop? New, creative venues can be employed, such as e-commerce web sites.

Marketing research relies on other sciences as well, such as psychology or sociology. Being able to develop the products consumers need, and then market them in accordance to the consumers' behavior lay the basis for competitive advantages and shape the strategic decisions a business must make.

2. Observational and quasi-observational techniques

Observational techniques involve direct observation of phenomena (in our case, customers' behavior) in their natural settings. Observational research might be somehow less reliable than quantitative research yet it is more valid and flexible since the marketer is able to change his approach whenever needed.

Quasi-observational techniques are reported to have increased in usage over the past decades, due to the large scale employ of surveillance cameras within stores. Such techniques cost less than pure observational ones since costs associated with video surveillance and taping are far lower than a…

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