marketing intelligence

marketing intelligence

Developing and promoting customer
satisfaction and the marketing research
techniques for future strategy at Bidco.

Presented by (Pentagon): Bharat, Dimple,
Antony, Alysha, Nabeel, and Arpita.
Marketing Intelligence,
04 April 2014.

Market Research


What is market research?



Why does Bidco do market research?



Some common market research
examples.

Market Research Techniques
Bidco uses various techniques to perform
their marketing research. These are:
a. Postal Surveys, Questionnaires
b. Digital Techniques
surveys

example;

online

c. Secondary Research Methods example;
Government statistics
d. Observation

Evaluating Market Research
Techniques
Marketing research
techniques

Benefits

Postal Surveys,
Questionnaires

-Collection of large
data.
-Respondents can
take their time to
answer.
-Giving extensive
flexibility data
analysis.
- Time effective.
- Easier to interpret
data.
- Faces less potential
social and
economic barriers.

-Might be
misinterpreted.
- Data Analysis takes
time.

-Time and Cost

-InaccuracySource:
of Data.
Autho

Digital Techniques

Secondary Research

Limitations

-Limited to Kenyan
users
-Not representative of
a good sample of the
population.
-Very costly

Reliability of Market
Research Findings
Reliability- In order for reliability to be achieved, the same
study should have similar results if it is conducted at a
different point in time.
The type of reliability that Bidco could use to assess its
competitive advantage is the test-retest technique.
Test-retest reliability assesses the consistency of a measure
from one time to another. It administers the same test to the
same sample on two different occasions.One way to show
reliability is to show stability by repeating the test with the
same results. (Uni.edu, 2014)
Bidco’s customer surveys conducted quarterly, repeatedly
provide accurate information on consumer opinion and...

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