1. Market Research

2. Market Research
Structure, Contents and Tools
Analyze information about potential client and trends in the market
How to get information and identify information sources

3. Market Research Basic tools for a “do-it-yourself” research
How to draw a questionnaire
How to support the research

4. The “do-it-yourself” market research
 The entrepreneurs generally need to adapt the data coming from the existing researches to their own territory and to the peculiarity of their business idea.

5. Value of the “do-it-yourself “ research
no precise statistic value
it has strong learning objectives
it means a great experience
it’s connected to the drawing up of a marketing plan
it’s the first step of creating the marketing information system

6. Phases of marketing research
to decide the research strategy according to the information needs and to check the information already collected through a field analysis
to identify the research tools (questionnaire)
to decide the sampling technique
to decide the recruitment technique
to set up the questionnaire
to test the questionnaire
to revise the questionnaire
to interview people using the questionnaire
to input and elaborate data

7. Tips for the questionnaire
prefer personal interviews
prefer closed questions
create closed questions through questionnaire test
use Likert scales
neutralise questions
follow a specific scheme for setting up the questionnaire