1. BSBMKG506B Plan market research Session 1
Identify market research needs
BSBMKG506B Plan market research
Session 1
© 2010 Innovation and Business Industry Skills Council Ltd.

2. Purpose of this presentation
At the end of this session, you should know how to:
communicate the role of market research in enterprise operations
identify the contribution of market research to enterprise activity
determine research needs
develop a statement of market research needs.
© 2010 Innovation and Business Industry Skills Council Ltd.

3. Role of market research
collect and interpret data
solve problems
operational and strategic decision making
marketing or marketing research.
© 2010 Innovation and Business Industry Skills Council Ltd.

4. Contribution of market research
best practices
competitors, clients and stakeholders
forecasting
strategic planning.
© 2010 Innovation and Business Industry Skills Council Ltd.

5. Determine research needs1.
Define management problem.
2. Understand research problem. 3.
Find cause of management problem. 4.
Determine research objectives. 5.
Use research hypothesis.
© 2010 Innovation and Business Industry Skills Council Ltd.

6. Research methodologies
Exploratory research
Descriptive research
Causal research
Data and sources:
primary data
secondary data
internal sources
external sources.
Data and sources:
primary data
secondary data
internal sources
external sources.
Data and sources:
primary data
secondary data
internal sources
external sources.
Data collection methods:
qualitative techniques
focus groups
in-depth interviews
panels
projective techniques.
Data collection methods:
quantitative techniques
surveys
observations
case studies.
Data collection methods:
quantitative techniques
experiments.
Main use:
To gain background information, generate ideas, seek opinions, clarify problems, explore alternatives and establish priorities.
Main use:
To answer questions relating to ‘who’, ‘what’, ‘where’, ‘when’, ‘why’ and ‘how’.
Main use:
To determine the ‘cause and effect’ relationship between two or more variables.
© 2010 Innovation and Business Industry Skills Council Ltd.

7. Statement of research needs
competition
consumers
place
pricing
products and services
promotion.
© 2010 Innovation and Business Industry Skills Council Ltd.

8. Review – are you able to:
communicate the role of market research in enterprise operations
identify the contribution of market research to enterprise activity
determine research needs
develop a statement of market research needs.
© 2010 Innovation and Business Industry Skills Council Ltd.