MKTG 3258 Lecture Notes - Lecture 24: Market Environment
8 Feb 2020
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Informed costing: skip primary research, wiser research hypothesis, smart segment breaks, complete competitors list, complete criteria lists. It may be a force fit: secondary not collected to answer the current research question, already in existence, hence quick, already paid for, hence cost-effective, often available in abundance, but quality and relevance may vary. Internal: numerical records, free form or text/number mixes, market research specific, other marketing data. External: published data, syndicated report, commercial reports. Sales and invoice crm information: customer name, address, class of product or service sold, price, salesperson, delivery channel, credit rating. Promotional activities: advertising, past campaigns, media used, roi, sales promotions, public relations, direct marketing, personal selling, digital marketing. Past market research activities: past secondary research, past primary research. Immigration stats: travel and tourism info, business regulations. Indices: guides and protocols, directories, databases, news media. Examples of secondary research: demand estimation/quantification, environmental scanning, segmentation, buyer behaviour.
