Market Strategies and Differentiation (TEC21 Session 3) PDF

MARKET STRATEGIES AND DIFFERENTIATION Session 3 1 INTRODUCTION TO STRATEGIC MARKETING Session 3  Our agenda today: Review: Topics Seen in Session 2 Quiz Topic: Quantitative Research (Survey), Sampling and Interpretation of Graphs for Information An...

MARKET STRATEGIES AND DIFFERENTIATION Session 3 1 INTRODUCTION TO STRATEGIC MARKETING Session 3  Our agenda today: Review: Topics Seen in Session 2 Quiz Topic: Quantitative Research (Survey), Sampling and Interpretation of Graphs for Information Analysis Topic: Qualtrics Explanation: Homework Activity: Survey Format 3 Market intelligences Remember..  “Research is seeing what everyone has seen and thinking what nobody else has thought” Albert Szent-Gyorgyi 5 Te Hace Falta Ver Mas Box  Quiz In CANVAS.... Qualitative and quantitative research techniques Primary Information Collection Methods 5. Observation (Ethnography, Netnography) 6. Neuromarketing 1. Focus groups 7. Demand analysis 2. In-depth interviews 8. Competitor analysis 3. Behavioral Data 1. Experimentation 4. Projective techniques 2. Surveys Quantitative research Surveys Market Research Process Preparation Data collection Analysis 1. Identify and 3. Specify 5. Analyze the formulate the procedures for data problem sampling 6. Prepare and 2. Plan the 4. Collect submit the report research design primary data Follow up Sample Classes Probabilistic Sampling Non-Probabilistic Simple random Sampling Stratified Convenience Sistematic Judgmental Cluster Quota Snowball Example: Census INEGI Quantitative research- Survey Warm-up 01 Heading Detection 02 questions or filters Beginning Title questions Brief introduction Logo Transitions Confidentiality issues 03 Questions Flow related to the 04 research objectives Demographic questions Closing Ending questions 05 Most common survey types of questions Open-ended: Top of mind Multiple selection Dichotomous Hierarchy or order Multiple choice Likert LIKERT SCALE VALUES Completely Agree Neutral Disagree Completely agree disagree 1 2 3 4 5 Analysis and Data Presenting Declaring the research objectives, clearly Explain the research design Abstract of findings Insights Conclusions and recommendations Qualtrics Encuesta digital Throughout Qualtrics you can make a qualitative and quantitative research that will help you determine marketing strategies  Research Objective Who is our What need customer? are we satisfying? Data analysis Who Digital using competes Questionnaire descriptive with us? Qualtrics statistics What does What are our our customer actual competitors NEEDS that we offer? satisfy and make our VP Closing: Next Class Task #3 Se prohíbe la reproducción total o parcial de esta obra por cualquier medio sin previo y expreso consentimiento por escrito del Instituto Tecnológico y de Estudios Superiores de Monterrey. D.R.© Instituto Tecnológico y de Estudios Superiores de Monterrey, México. 2020 Ave. Eugenio Garza Sada 2501 Sur Col. Tecnológico C.P. 64849 Monterrey, Nuevo León | México  Descriptive analysis is critical in the field of statistics, as it allows for a clear understanding of historical data and Appendix – facilitates the identification of patterns and trends. Descriptive This type of analysis is especially useful in the initial stages of research, where the aim is to obtain a clear picture of the current situation without the need to formulate previous Analysis hypotheses. By calculating measures such as proportions and averages, researchers can get an overview of the data that helps them formulate more specific questions for future research. In addition, descriptive analysis can reveal unexpected relationships that might go unnoticed in more complex approaches, demonstrating its intrinsic value in the data analysis process. 21