Blekinge Institute of Technology SE Karlskrona MARKETING MANAGEMENT Chaudhry Muhammad Nadeem Faisal Cell: B- Url:

Blekinge Institute of Technology SE Karlskrona Conducting Market Research and Forecasting Demand 4 Market Research System Systematic design collection, analysis and reporting and finding relevant to specific, marketing situation facing the company. The market Research System falls into following 1 Syndicate-services research firm Firm gather the information about customer and trade and sell for a fee. 2 Customer marketing research firms Design and carry research studies for various clients bases of specific brief 3 specialty-line marketing research firm

Blekinge Institute of Technology SE Karlskrona Conducting Market Research and Forecasting Demand 4 Market Research System 3 specialty-line marketing research firm These firm provide specialize services such a developing a research brief for this they may hire academic or freelancer, collecting the field data, analyzing and report to the other firms. Mostly the research based activities happen 1 engineering professional and students to design and conduct studies. Some offer summer job or trainee. 2 Monitoring published information and action systematically, by new paper, website, Industry report and visiting competitive outlet.

Blekinge Institute of Technology SE Karlskrona Conducting Market Research and Forecasting Demand 4 Market Research Process Defining the problem, The decision alternative & the Research Objective Develop the Research Plan Collect the Information Analyze the Information Present the Finding Make the decision

Blekinge Institute of Technology SE Karlskrona Conducting Market Research and Forecasting Demand 4 Market Research Process 1. Defining the problem, The decision alternative & the Research Objective. Problem should not be defined too broadly or shortly the question or problem should defined like what, why and does. 2. Develop the Research Plan 2 nd step is to design an effective research plan; to gather the relevant data, involve the decision on the data sources, techniques, approach, instruments, sampling and contact methods. A- Data Source: primary Data and secondary data or both. B – Primary data: Observations, focus group, surveys, behavioral data and experiments.

Blekinge Institute of Technology SE Karlskrona Conducting Market Research and Forecasting Demand 4

Blekinge Institute of Technology SE Karlskrona Conducting Market Research and Forecasting Demand 4 Market Research Process A. Observational Research Gathering of information by observing other (relevant domain) individual and setting, inconspicuous as they shop or as consumer the products. Sometime they give paper to them to write down or by also a shot interviews. B. Ethnographic Research According to Spradley (1979), ethnography is "the work of describing a culture" (p. 3). The goal of ethnographic research is "to understand another way of life from the native point of view" (p. 3). Although this approach is commonly used by anthropologists to study exotic cultures and primitive societies, Spradley suggests that it is a useful tool for "understanding how other people see their experience" (p. iv). He emphasizes, however, that "rather than studying people, ethnography means learning from people" (p. 3). Ethnographic research has broad implications for many fields, including education. Professional development evaluators and staff developers can use this approach to understand teachers' needs, experiences, viewpoints, and goals. Such information can enable them to design useful and worthwhile programs for teachers and ultimately improve student learning.

Blekinge Institute of Technology SE Karlskrona Conducting Market Research and Forecasting Demand 4 Market Research Process C. Focus Group This is a data collecting technique where about 6 to 9 users are brought together to discuss issues relating to the system. A human factors engineer plays the role of a moderator, who needs to prepare the list of issues to be discussed beforehand and seek to gather the needed information from the discussion. This can capture spontaneous user reactions and ideas that evolve in the dynamic group process Procedure  The general procedures for conducting a focus groups study is: Locate representative users (typically 6 to 9 per focus group) who are willing to participate.  Select a moderator.  Prepare a list of issues to be discussed and goals for the type of information to gather.  Keep the discussion on track without inhibiting the free flow of ideas and comment.

Blekinge Institute of Technology SE Karlskrona Conducting Market Research and Forecasting Demand 4 Market Research Process  Ensure that all participants get to contribute to the discussion. Guard against having a single participant's opinion dominate the discussion.  Have the discussion feel free-flowing and relatively unstructured to the participants, but try to follow a preplanned script.  Write a summary of the prevailing mood and critical comments of the session, including representative quotes.  The following is a list of things to be considered when conducting a focus groups study: Consider having more than one focus group, since the outcome of a single session may not be representative and a single discussion may have focused on a subset of the issues or minor aspects of the system.

Blekinge Institute of Technology SE Karlskrona Conducting Market Research and Forecasting Demand 4 Market Research Process  The moderator needs to be skilled in group facilitation and communication to make a focus group successful. It is not as simple as preparing questions, because the moderator needs to facilitate and guide discussion in real time.  The data collected tend to have low validity and are very difficult to analyze because of their unstructured and free-flowing nature.  Computer conferencing or electronic mail networks or bulletin boards may be an alternative way of simulating the focus group approach. However, their limitation is that the people who are responding are probably not representative users, but rather expert users.  J. Nielsen "Usability Engineering" pp , Academic Press, 1993.

Blekinge Institute of Technology SE Karlskrona Conducting Market Research and Forecasting Demand 4 Market Research Process D. Survey Research Are the best suited for descript research, companies undertake the research to learned about the peoples knowledge, beliefs, preferences and satisfaction. It require the development of survey Instruments. Most likely term the questionnaire, customer to be asked to fill. Definition Survey research a research method involving the use of questionnaires and/or statistical surveys to gather data about people and their thoughts... A method of research to collect participant responses on facts, opinions, and attitudes through questionnaires.

Blekinge Institute of Technology SE Karlskrona Conducting Market Research and Forecasting Demand 4 Market Research Process E. Behavioral Data “Information collected from studies that examine human behavior “ Customer actually purchase reflect the preference and are normally more reliable then memory bases statements. Made in survey. Some high income customer do not buy expensive good wile low income bur that show there preferences.