Essay About Marketing Research Processdefine And Potential Market Sharemarket Characteristicssales

Marketing Research Notes
Marketing Research Midterm 1 Study GuideSteps in the Marketing Research Processdefine the problemmarket potential market sharemarket characteristicssales analysisforecastingbusiness trendsdevelop an approach to the problemformulate a research design plan (considerations, imitations, budget)do field work or collect datapreparing and analyzing datapresenting the data in a reportWhen do Conduct Market ResearchHiring Criteria/How to Select a Research Supplierreputationdo they complete tasks on timeethicalflexibilityqualityexperienced in the market/similar projectstechnical and non-technical expertisecommunication Research Should be: -Systematic: Designed/organized in advanced-Objective: Unbiased & Impartial -Informational: Collects relevant data for decision-makers-Targeted for Decision-Making: gathered/interpreted with goal of reducing uncertainty for decision-makersTypes: Problem Identification: Market Potential, Market Share, ForecastingProblem Solving: Segmentation, Pricing, ProductEthical ConsiderationsResearch Designdo they follow your needs oppose to their needsusing secondary data that is not relevant or has been gathered through questionable meansdisguising the purpose of the researchsoliciting unfair concessions from the researchernot maintaining anonymity embarrassing and stressing respondentsusing questionable measuring scales that skew reliability and validitydesigning overly long surveysusing inappropriate sampling procedures and sample sizes     Field Workincreasing discomfort level of respondentsfollowing unacceptable field work proceduresData Preparation and Analysisdiscarding unsatisfactory respondentsusing statistical techniques when the underlying assumptions are violated, interpreting the results and making wrong recommendationsReport Preparation and Presentationincomplete reportsbiased reportsinaccurate reportsChapter TwoResearch Designdelineates what data to collect and how to collect ittype of information collected (consistent with project objectives)possible data sourcesthe data collection procedure (accurate, economical and timely)    Componentsdefines the information neededdesigns the exploratory, descriptive and causal phases of researchspecifies the measurement and scaling usedconstruct and pretests a questionnairespecifies the sampling process and sample sizedevelop a plan of data analysisTypes of Research