- Marketing research is again can be classfied as:
- Primary Research &
- Secondary Research.
- It has a purpose and it includes different sampling methods.
- There are 2 sources of information for Secondary Research:
- Internal Sources
- External Sources
- Primary research can be conducted by using any or combination of the following tools.
- Questionnaires
- Focus Groups
- User Groups
- Postal Surveys
- Telephone Surveys
- Customer Interviews
- Test Markets
- Technology-Internet feedback
- Primary Research provides you the first hand information, but it is expensive to collect, analyse and evaluate the information.
- It can be highly focussed and relevant to the topic of concern.
- But at the same time, due care needs to be taken with the approach and methodology to ensure the accuracy.
- Type of question that are asked in primary research are closed ended questions or open ended questions.
- Closed ended questions provides limited information whereas open ended questions useful information but it is difficult to analyse.
- Quantitative and Qualitative Information:
- Quantitative – based on numbers – 32% of employees of an organization are dis-satisfied with their job profile. - doesn’t tell you why, when, how
- Qualitative – more detail – tells you why, when and how!
Research can be categorized into:
- Basic Research
- Applied Research
- Data gathered by Indian Census (facts gathered) is available for use by others, including marketers.
- A study conducted by a researcher to find out the factors resulting in the satisfaction of salesperson and their turnover. Results were published in an article available to anyone.
- IBMs entry into personal computers lagged that of the innovators like Apple, and may have been IBM’s biggest challenge ever. They conducted the study to find out the market segment that strategically is the best. And later they proved, when the new PC captured major market share, to be right.
- This study is not published anywhere and the data is not accessible by anyone except few managers of IBM.
Overview of Research Process:
Step 1: Problem Definition
- Determine or define the problem or opportunity that is faced.
- Decision alternatives
- Research Users
- Research questions
- Hypothesis
- Boundaries of Study
Step 4: Design the Research
- Choose among alternative research approaches
- Specify the sampling plan
- Design the experiment
- Design the questionnaire
Step 6: Analyze and interpret the meaning.
Step 7: Present the findings to the decision makers.
Step 1: Problem Definition includes:
- Problems to be studied
- Which problems or opportunities are anticipated?
- What is the scope of the problems and the possible reasons?
- Decision alternatives to be evaluated
- What are the alternatives being studied?
- What are the criteria for choosing among the alternatives?
- What is the timing or importance of the decision?
- Users of the research results
- Who are the decision makers?
- Are there any covert purposes?
- Research objective is a precise statement of what information is needed.
- It has three components
- Research question
- Specifies the information the decision maker needs.
- Hypothesis
- Boundaries of study
- Hypothesis and boundaries of study make the research question as specific and precise as possible.
- Development of Hypothesis is basically to find alternative answers to research question.
- Researcher determines which of these alternative answers is correct.
- It is not always possible to develop hypothesis.
- One important role of hypothesis is to suggest variables to be included in the research design.
- Indicates the scope of the research.
- It is important for the researcher to clarify the boundaries of the study.
- It also indicates the desired precision or accuracy of the results.
No comments:
Post a Comment