Marketing

Table of Contents

1. Topic pack - Marketing - introduction
2. 4.1 The role of marketing - notes
3. 4.1 The role of marketing - questions
4. 4.2 Marketing Planning - notes
   1. Marketing planning
   2. The marketing mix
   3. The Total Product Concept
   4. Ethics of marketing
   5. Marketing audit
   6. Porter's five forces
   7. Porter's five forces - activities
   8. Marketing objectives
   9. Market research - introduction
   10. The role of market research
   11. Primary and secondary research
   12. Primary research - information gathering techniques
   13. Observations - case studies
   14. Group-based market research
   15. Market research - summary
   16. Questionnaires
   17. Sampling
   18. Methods of sampling - introduction
   19. Main methods of sampling
   20. Sampling errors
   21. Market segmentation
   22. Consumer Profiles
   23. Types of segments
   24. Demographic segmentation
   25. Psychographic segmentation
   26. Psychographic segmentation - case study
   27. Geographic segmentation
   28. Industrial markets
   29. Targeting
   30. Positioning
   31. Corporate image
   32. Position/perception maps
   33. Unique selling point/proposition USP
   34. Marketing strategies and tactics
   35. Sales forecasting
   36. Qualitative forecasting/data
   37. Forecasting and correlation
   38. Forecasting techniques
   39. Constructing time-series analysis
   40. Moving average
   41. Four point moving average - worked example
   42. Identifying the seasonal variation
5. 4.2 Marketing planning - questions
6. 4.3 Product introduction - notes
7. 4.3 Product - questions
8. 4.3 Product - simulations and activities
9. 4.4 Price - notes
10. 4.4 Price - questions
11. 4.4 Price - simulations and activities
12. 4.4 Promotion - notes
13. 4.5 Promotion - questions
14. 4.6 Place (distribution) - notes
15. 4.7 International marketing - notes
16. 4.7 International marketing - questions
17. 4.8 E-commerce - notes
18. 4.8 E-commerce - questions
19. Printable version

Primary research - information gathering techniques

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• Primary research - information gathering techniques

The need for accuracy will probably play a large part in deciding which method to use, as well as time, cost, the data required and the personnel available to gather the information. Primary research gathering tends to be time consuming, but as most researchers will say - "you get what you pay for." In deciding the nature of the research, the marketing team will need to address is whether the benefit of research outweighs the cost or vice versa. This will be influenced by some of the questions posed below. Follow each question link to see more detail.

Which research techniques should be used?

How can the firm make use of the data?

How can the firm act on the findings?