MKTG-310 Lecture Notes - Lecture 5: Data Analysis, Mintel
Document Summary
Developing a research plan: research design, exploratory and conclusive research, secondary and syndicated data. What is research design: a framework or blueprint/map for conducting the marketing research project. You have to know which direction to travel and how fast to go. A good market research plan indicates where and who your customers are. It will also tell you when they are most likely and willing to purchase your goods or use your ser(cid:448)i(cid:272)e(cid:863) A classification of market research design: 3 types: research design, exploratory research, formulate a problem more precisely, develop hypotheses. Guidelines for choosing research designs: when little is known about the situation- begin with exploratory research. Identify alternative courses of action: develop research questions or hypotheses. Identified key variables and classify as dependent or independent: exploratory research is often the initial step in the overall research design framework.
