Abstract
Availability of reliable marketing information is important for companies to be able to understand customers and customer behavior. It is also important to have marketing information available for market related product decisions. Science of marketing research provides a number of methods and techniques to acquire marketing information from various sources. This thesis looks into theoretical background of marketing information and marketing research methods. It includes a literature review with an objective to compare marketing research methods found from scientific papers by academics. The goal of the thesis is to identify marketing research methods suitable for a large-scale, fast, low cost, and high-quality survey when targeting an industrial population.
As a result, this research identifies postal survey, web survey, and e-mail survey as suitable for a marketing research in industrial context. These methods fulfill the criteria defined in the research objectives. The selection between these methods must depend on the case variables such as budget, size of the sample, geographic dispersion of the sample, and technological capabilities of research setup and the sample.
As a result, this research identifies postal survey, web survey, and e-mail survey as suitable for a marketing research in industrial context. These methods fulfill the criteria defined in the research objectives. The selection between these methods must depend on the case variables such as budget, size of the sample, geographic dispersion of the sample, and technological capabilities of research setup and the sample.
Translated title of the contribution | Markkinointitutkimusmenetelmät teollisuuskontekstissa |
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Original language | English |
Awarding Institution |
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Supervisors/Advisors |
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Award date | 12 Sept 2013 |
Publication status | Published - 20 Dec 2012 |
MoEC publication type | G1 Polytechnic thesis, Bachelor's thesis |
Keywords
- Marketing Information
- Marketing Research Methods
- Industrial Context
Field of science
- Business and management