1. Market Research

2. Marketing Intern Project Goal: – By the end of this unit, you will develop an effective marketing research study for a mobile phone company. Think about: – The various mobile phone companies and the products they offer. – Making a list of mobile phone features – Visiting mobile phone retailers to observe merchandising the promotional strategies.

3. TURN TO PAGE 700 Your objective is to develop an effective marketing research study on teenaged cell phone users for your client, a mobile phone company. Describe the scenario in your own words: What are the five steps?

4. Definitions: Primary research Secondary research Market research Marketing information system Marketing plan Marketing strategies Database marketing database

5. Create a Graphic Organizer to explain Marketing Research

6. What is Primary Data? Research ___________for the first time and relates directly to the collector’s study. How do I collect primary data? – Observation – Interviews – in person, by phone, through mail – Surveys – Observe buyers at competitor’s site – Focus groups

7. What is Secondary Data? Information collected ___ someone ______for their own purposes. Where do I find Secondary Data? – Internet – Government and community organizations – Website of the U.S. Census Bureau – Chamber of Commerce – Trade associations – Trade publications – Commercial research agencies

8. Five Steps of Market Research Step 1 Identify information needs Step 2 Obtain Secondary Resources Step 3 Collect Primary Data Step 4 Organize the data Step 5 Analyze the data

9. Examples of organized data:

10. Raw Data Sources Survey Method Technological Methods Personal Interview Mail Survey Internet Survey Observation Method Experimental Method Point-of-Sale Research

12. ACTIVITY TIME Obtaining Data Discovery Project