1. Marketing Research

2. Definition
Marketing Research – the systematic design, collection, interpretation and reporting of information to help marketers solve specific marketing problems/take advantage of opportunities

3. Types of Marketing Research
Quantitative research – research aimed at producing statistical data and numerical presentation
Qualitative research – data which is too expensive /difficult to quantify such as subjective opinions, value judgements

4. The Market Research Process (O’Kane)
Problem Definition
Desk research – Look up exiting research in books, journals, websites
Pre- Study Field research – Test to see if correct approach
Concept Questionnaire
Testing the questionnaire
Field Research – Ask the Questions
Data Processing
Reporting

5. Techniques for data collection on the field
Focus Group (Group Discussion)
Questionnaire – by post, person, telephone,
One-to-one interviews

6. Primary Data cont. Steps in Questionnaire Design:
Clear Research Objectives
Decide on Question Content
Decide on Response Format
Decide on question wording
Decide on question sequence
Decide on physical characteristics
Pilot Test and Final Draft

7. Types of Questions
Closed-ended questions- question requiring a yes/no answer
Open-ended questions – require a descriptive answer – may offer an opinion or suggestion or give further
explanation
Multiple Choice questions – Question allows more answers. The individual is give a list of answers to choose from as given in the question

8. Physical Appearance of questionnaire
Make it appear as short as possible
Professional Looking
Avoid temptation to crowd questions to-gether to make it look shorter
Allow plenty of space for open ended questions
Directions and instructions should be placed close to the relevant questions
Number the questions sequentially
Spend time phrasing the questions

9. Pre test the questionnaire
A pre test should always be conducted
It should be conducted using the same survey mode as the actual survey
No set answer as to how many respondents should be included in the pre-test
Code and tabulate the pre-test where possible

10. Reporting and Research Findings
Provide Conclusions
Make Recommendations
Write for the audience
Instil Confidence

11. Characteristics of Effective Documents
Should include all the information the readers need
Structured to allow readers to find information easily
Writing should be as concise as possible
Think about the subject when writing the report
Always acknowledge other people’s work

12. Steps for writing Generate ideas to include in the document
Organise the ideas using some initial outline
Write a draft
Revise the draft as often as needed
Comprehension, accuracy, spelling, organisation, style, paraphrasing etc.

13. Improve Writing Provide Structure Use informative titles and headings
Use lists to communicate parallel information
Use introduction to indicate what is next
Use conclusions to complete discussions

14. Improve Writing Write Better Paragraphs
Begin with clear topic sentence
Support the topic sentence logically
Emphasise the coherence of the paragraph
Keep paragraphs to a manageable length

15. Improve Writing Write Better Sentences
Use the active and passive voices appropriately
Use appropriate tense
Choose appropriate sentence patterns
Use modifying elements effectivel

16. Improve Writing Choose the right word
Choose simple, clear words and phrases
Replace fancy words and phrases with plain words and phrases
Think about your audience

17. Creating and Integrating Graphics
Make the graphic self-sufficient
Determine whether you need the graphics
Determine what kind of graphic to use
Determine where to put the graphic
Tie the graphic to the text

18. Improving Page Design Leave adequate margins
Use appropriate line spacing
Use appropriate justification
Use easy-to-read fonts
Use different members of a single type family
Use type size appropriately
Use upper and lower case
Design titles and headings for emphasis and clarity
Design lists for clarity
Include page numbers on all pages

19. Some Tips Know Why you are doing the research Plan it Keep it simple
Be careful of sources
Build the Blocks
Look for the obvious
Be confident

20. Some Useful Websites www.acnielsen.com www.ama.org

21. Some Useful Websites www.marketresearch.org.uk www.mintel.co.uk