Marketing Research
Green and Tull1 have defined marketing research as "Marketing research is the systematic and objective search for, and analysis of, information relevant to the identification and solution of any problem in the field of marketing
Marketing research can be concerned with any of a variety of aspects of the market: the product, sales, buyer behaviour, promotion, distribution, pricing, packaging, etc. Since the researcher cannot investigate everything about a market, he/she must be selective. The question remains as to how the researcher decides where to focus the study, and to what depth each issue should be investigated. The answer should lie in a document called the research brief. The research design is a set of guidelines given to the researcher by the person(s) who have commissioned the research and/or the individual(s) who are to make use of the results in their decision making. The brief must inform the researcher which aspects of the market are particularly important. In particular, the research brief should include:
· the purpose of the research
· the objectives stated in a clear, concise, attainable, measurable and quantifiable way
· a time horizon
· a resource allocation, including the budget and facilities
· a reporting period.
A reporting period
The researcher must also know from the outset of the study the points in time when interim reports are required, if any, and the deadline for the final report. The form of interim reports should also be specified at the outset, whether verbal or written, and whether presentations are to be made to a group (nature and size of the group) or an individual.
In addition there are several characteristics of a good research brief and these are that it:
· means the same thing to all concerned · does not ask for irrelevant information
· defines the relevant populations to be measured
· identifies the correct variables to be measured
· specifies the degree of accuracy really needed within the main results
· specifies an order of priorities when the sample has to be broken down for the purposes of analysing data for subgroups, and
· does not pre-judge the selection of research techniques and procedures.
Marketing Research Process:
Step 1: Formulating the Marketing Research Problem
Step2: Method of Inquiry
Step3: Research Method
Step4: Research Design
Step5 Data Collection Techniques
Step6Sample Design
Step7: Data Collection
Step8: Analysis and Interpretation
Step9: The Marketing Research Report
Green and Tull1 have defined marketing research as "Marketing research is the systematic and objective search for, and analysis of, information relevant to the identification and solution of any problem in the field of marketing
Marketing research can be concerned with any of a variety of aspects of the market: the product, sales, buyer behaviour, promotion, distribution, pricing, packaging, etc. Since the researcher cannot investigate everything about a market, he/she must be selective. The question remains as to how the researcher decides where to focus the study, and to what depth each issue should be investigated. The answer should lie in a document called the research brief. The research design is a set of guidelines given to the researcher by the person(s) who have commissioned the research and/or the individual(s) who are to make use of the results in their decision making. The brief must inform the researcher which aspects of the market are particularly important. In particular, the research brief should include:
· the purpose of the research
· the objectives stated in a clear, concise, attainable, measurable and quantifiable way
· a time horizon
· a resource allocation, including the budget and facilities
· a reporting period.
A reporting period
The researcher must also know from the outset of the study the points in time when interim reports are required, if any, and the deadline for the final report. The form of interim reports should also be specified at the outset, whether verbal or written, and whether presentations are to be made to a group (nature and size of the group) or an individual.
In addition there are several characteristics of a good research brief and these are that it:
· means the same thing to all concerned · does not ask for irrelevant information
· defines the relevant populations to be measured
· identifies the correct variables to be measured
· specifies the degree of accuracy really needed within the main results
· specifies an order of priorities when the sample has to be broken down for the purposes of analysing data for subgroups, and
· does not pre-judge the selection of research techniques and procedures.
Marketing Research Process:
Step 1: Formulating the Marketing Research Problem
Step2: Method of Inquiry
Step3: Research Method
Step4: Research Design
Step5 Data Collection Techniques
Step6Sample Design
Step7: Data Collection
Step8: Analysis and Interpretation
Step9: The Marketing Research Report
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