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Market Research - Mind Map

Mind Maps have been produced to introduce topics and give students an overview of key topics being studied. The maps can be viewed as a whole page or, for those who prefer a more linear approach, as a text version.

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Market Research

1. Primary Research
   1. Questionnaires
   2. Focus Groups
   3. User Groups
   4. Postal Survey
   5. Telephone Surveys
   6. Customer Interviews
   7. Test Markets
   8. Technology - Internet feedback
2. Secondary Research
   1. Internal Sources
      1. Company Accounts
      2. Internal Reports and Analysis
      3. Stock Analysis
      4. Retail Data - loyalty cards, till data, etc.
   2. External Sources
      1. Gov't Stats (ONS)
      2. EU - Euro Stat
      3. Trade Publications
      4. Commercial Data - Gallup, Mintel, etc.
      5. Household Expenditure Survey
3. Sampling Methods
   1. Random Samples
   2. Stratified or Segment Random Sampling
   3. Quota Sampling
   4. Cluster Sampling
   5. Contact or 'Snowball' Sampling
   6. Multi-Stage Sampling
4. Purpose
   1. Size of market
   2. Market Trends
   3. Forecasting
   4. Planning
   5. Evaluation of Strategies/Promotion
   6. Assessing Marketing Mix
   7. Identifying Market Segments
   8. Identifying Consumer Needs
   9. Identifying Competition
5. Identifying Opportunities/Gaps in the Market
6. Reduce Risk