24108 Lecture Notes - Lecture 2: Nonprobability Sampling, Data Analysis, Level Of Measurement
Market Research:
• discovers info for use in marketing decisions
• essential component
• may contribute to improved performance
Informs decisions such as:
• Market segmentation
• Sales performance
• Product
• Distribution
• Promotion
• Pricing
• Attitudes and behaviours
Components:
• Defining problem
• Designing research methodology
• Collecting data
• Analysing data and drawing conclusions
• Presenting results and making recommendations
Factors:
• Relevance
• Timing
• Availability of resources
• Need for new information
• Cost-benefit analysis
Ethics:
• Responsibility to clients, employers and those who participate in
research
Research Problem:
• Question to be answered
• Must be clearly specified
• Poorly defined problem will not help
• Original questions may be redefined
Brief:
• Set of instructions – states problem, info required, time frame,
budget and other conditions
• Won’t necessarily propose method or approach
• More specific problem = more specific answer
Brief Components:
• Executive summary
• Intro (why research needs to be conducted and who)
• Background (marketing problem and known facts)
• Problem definition (question to be addressed and set objectives)
(also)
• Time and budget
• Reporting schedule
• Appendices
Research design and issues:
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Market research: discovers info for use in marketing decisions, essential component, may contribute to improved performance. Informs decisions such as: market segmentation, sales performance, product, distribution, promotion, pricing, attitudes and behaviours. Components: defining problem, designing research methodology, collecting data, analysing data and drawing conclusions, presenting results and making recommendations. Factors: relevance, timing, availability of resources, need for new information, cost-benefit analysis. Ethics: responsibility to clients, employers and those who participate in research. Research problem: question to be answered, must be clearly specified, poorly defined problem will not help, original questions may be redefined. Brief: set of instructions states problem, info required, time frame, budget and other conditions, won"t necessarily propose method or approach, more specific problem = more specific answer. Brief components: executive summary, intro (why research needs to be conducted and who, background (marketing problem and known facts, problem definition (question to be addressed and set objectives) (also, time and budget, reporting schedule, appendices.
