NOTE: Free essay sample provided on this page should be used for references or sample purposes only. The sample essay is available to anyone, so any direct quoting without mentioning the source will be considered plagiarism by schools, colleges and universities that use plagiarism detection software. To get a completely brand-new, plagiarism-free essay, please use our essay writing service.
One click instant price quote
... ch The objective of marketing research is to address a specific problem, decision or question that necessitated the research. 2. Determine Data Sources Data sources include secondary or published sources and primary sources. (those requiring original research such as surveys, experiments and observation). Secondary sources can provide inexpensive readily available information so checking them first is a good idea. If secondary sources cannot provide the needed information then primary data needs to be collected. 3. Design the Survey The kind of questions in the survey depends on what the objective of the research is. 4.
Design the Sample The goal of sampling is to obtain responses from representatives of the entire population of interest. 5. Implement the Plan 6. Analyze the Data 7. Take Action Quantitative Research Quantitative research deals in logic and the objective and is undertaken with a specific purpose. As an investigative technique, quantitative research is the statistical element of market research providing numerical, primary data based on respondents answers to the same set of questions. The purpose of the data is to show what percentage of the target group wants something, is aware of something, thinks about something, is inclined to act or behave in a certain way, is likely to buy something or is in favor or a particular service.
The traditional empirical quantitative market research technique is the survey questionnaire. Administered to a random sample of the population target group the questionnaire and be accomplished through face-to-face interviewing, by telephone and by mail. While cheaper the mail survey can take a relatively long time to collect and the fact that they are self-completed means the questions must be simplified and the researcher has little control once the survey is in the mail. The telephone survey makes it difficult to conduct long interviews but can provide data quickly and is good for local and small- scale projects.
Face-to-face interviewing is still the best for complex projects and lengthy interviewing. Face-to-face allows a rapport to develop between the interviewer and the respondent. The emphasis of quantitative market research is on breadth, sample representation, confidence levels and significance tests that are fine for collecting objective data but lack the ability to measure consumer behavior. In addition, the emphasis on a wider sample span both reduces the depth of data and makes follow-up more difficult without a total re-survey.
At the same time there is a realistic limit to the detail survey questionnaires can get into without trying the patience of the respondents. Qualitative Research Why things are as they are is the focus of qualitative market research. Qualitative research allows companies to obtain richer data about customers and the market as a whole because there are no fixed assumptions about what is, or is not, important. Attitudes and beliefs of the relevant groups are explored to generate ideas.
The focus group brings together a small relevant group allowing for the sharing of experiences and interaction of the various personalities. It is a free flowing of ideas that wouldnt be possible in a written survey. Group members influence each other by responding to ideas and comments during the discussion. The rule for selecting people for focus groups is commonality rather than diversity. People tend to disclose more to people who resemble them in various ways than to people who differ from them.
The kind of homogeneity you needed depends on the specific purpose of the research. (The Market Research Society, 2001) The focus group provides a subjective but not necessarily statistically valid understanding of a carefully defined area or interest andor interaction with a product. Advantages include giving the business a deeper understanding of how their firm, product or service is perceived, the participants leave with a hopefully good understanding of the company, and they allow for a better preparation of product presentation to a much larger group through advertising and promotions. There are several key suggested uses of a focus research group. (Greenbaum 1998) 1. New product development studies. 2. Positioning studies. (Helps advertisers find ways of talking about a product) 3.
Attitude studies 4. Habit and usage. (Why, when, how and where people use a product) 5. Idea Generation. (The group discusses ways to solve a particular problem) 6. Employee Learner attitude and motivation studies. (investigates morale) Three important aspects of setting up a focus group are the establishment of a research objective, recruitment or participants and the role the moderator will play. Finally data analysis should be accomplished keeping in mind, that the researcher is the detective looking for trends and patterns that occur across the various groups. The analysis process begins with assembling the raw materials and getting an overview or total picture of the entire process.
The researchers role in analysis covers a continuum with assembly of raw data on one extreme and interpretative comments on the other. The analysis process involves consideration of words, tone, context, non-verbals, internal consistency, frequency, extensiveness, intensity, specificity of responses and big ideas. Data reduction strategies are essential in the analysis. (Krueger 1994) Experimental research attempts to discover causal relationships by investigating the relationship between a certain action, X, which alone creates the effect Y. For example, turning the volume knob on a stereo clockwise alone causing the sound to get louder. In this case a causal relationship exists between turning the knob clockwise and an increase in volume; not simply because one caused the other, but because you are certain that nothing else caused the effect. Experimental research can be divided into five phases: - Identifying a research problem - Planning an experimental research study - Conducting the experiment - Analyzing the data - Writing the paper / presentation describing the findings Other qualitative research techniques include observational research whereby people, their actions and situations are observed.
Qualitative observational research describes and classifies various cultural, racial and / or sociological groups by employing interpretive and naturalistic approaches. Observational research relies less on the experimental elements associated with scientific research (reliability and validity). Observational research takes place in the subject group's natural environment, and attempts to be non-manipulative of group behaviors. The purpose is to aim for objectivity taking into account the views of the participants. Finally mechanical, single source observational data is collected through electronic monitoring, i.
e. , the Neilsen television system. (Armstrong & Kotler, 2001) Sources: Greenbaum, Thomas L (1998) The Handbook for Focus Group Research, Sage Krueger, A Richard (1994) Focus Groups: A Practical Guide for Applied Research, Sage Armstrong, Philip and Kotler, Philip (2000), Marketing: An Introduction, Prentice Hall web The Market Research Society (2001), Market Research: An Essential Business Tool, web Small Business Marketing (2001) Tapscott, Tom The Digital Economy, 2001
Free research essays on topics related to: market research, focus group, secondary sources, face to face, specific purpose
Research essay sample on Face To Face Secondary Sources
