Topic M07: Marketing Research Technology Education

Transcript:Topic M07: Marketing Research Technology Education:
Topic M07: Marketing Research Technology Education Section Education Bureau, HKSARG 2024 BAFS Elective Part Business Management Module – Marketing Management 2 Activity 1: Research or not? “Common sense of an experienced businessman is as good as, if not better than, findings from marketing research.” What’s your point of view? 3 Marketing Research is common & important for business decision-making. Real life examples: (1) 7-11 opening new stores (2) McDonald’s launching a new product Activity 1: Conclusion 4 5 Activity 2: Steps in a simple marketing research process 6 Activity 2: Answer 7 Step 1: Define the problem 8 Activity 3: Marketing research objectives 9 Activity 3: Conclusion and Answer (1) 10 Activity 3: Conclusion and Answer (2) 11 Read the case Activity 4: Case Study 12 What is the problem? What are the marketing objectives? Activity 4: Case Study 13 Activity 4: Case Study – Suggested Answer 14 Step 2: Determine source of data 15 Research company Government agency Step 2: Determine source of data (secondary data) 16 Step 2: Determine source of data (primary data) 17 Step 3: Select the type of data collection method – Activity 5 Referring to Student Worksheet p.6, complete the matching exercise on data collection methods 18 Activity 5 - Answer 19 Extended Learning Activity (1) (optional): Questionnaire Survey 20 Extended Learning Activity (1): Questions in a questionnaire Assume that the objective of the marketing research is “to rename its brand name from 花香油 to 勁涼爽, with a view to rejuvenate its image and to explore the youth market.” Familiarise with different types of questions Referring to Student Worksheet p.4, form your own questions for conducting the marketing research on renaming of 花香油 Extended Learning Activity (1): Yes/No Questions 21 22 Extended Learning Activity (1): Opinion Rating Question 23 Extended Learning Activity (1): Questions with more than one possible responses 24 Extended Learning Activity (1): Questions with only One Possible Response 25 Extended Learning Activity (1): Questions for Differentiating Market Segments 26 Extended Learning Activity (1): Open-ended Question 27 Extended Learning Activity (1): Conclusion 28 End of Lesson 1 29 Lesson 2 – Steps in a simple marketing Research process (cont’d) Step 1: Define the problem Step 2: Determine source of data Step 3: Select the type of data collection method Steps to be covered in this lesson: Step 4: Determine sample size and sampling technique Step 5: Collect and analyse data Step 6: