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The comparison of qualitative and quantitative research
The comparison of qualitative and quantitative research
The comparison of qualitative and quantitative research
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Market Research Tools
An organizational problem must be identified prior to beginning the market research process. In most cases, a problem is a research opportunity for product improvement or the launch of a new product. The first critical step of the marketing process involves how the research problem is defined by specifying the research objectives; identifying the consumer population of interest, and placing the problem in an environmental context. The very next step is to determine the research design that involves whether or not primary or secondary data is available or required. Marketers must collect the information and determine the type of study required before they can move on .
Primary Data
Primary data is research gathered to help make specific decisions about a present problem. “Primary data include demographic and psychological information about customers and prospective customers, customers’ attitudes and opinions about products and competing products, as well as their awareness or knowledge about a product and their beliefs about the people who use those products”. (Judge, 1998) The various designs in conducting primary research are exploratory, descriptive, and casual research.
Exploratory research is an in-depth investigation with few typical profile consumers used to generate topics for the future. Exploratory research takes on many forms without the burden of high cost. Marketers have this option to allow them to explore research within the primary umbrella without taking a sizable risk. On the other hand marketers may not feel confident in generalization to the consumer population. Most exploratory research is qualitative since the research is non-numeric and consumer behaviors are in the form of wor...
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...ernal sources from previous record reports provide history patterns for all target consumers.
The marketer’s research task is to determine the plan of action by asking questions stimulated from the research problem. Investigate research design methods that will help answer the problem questions in an effective way. The research process is to continue to investigate further, by interpreting the data and discovering if the answers solve the organizations problem. Note that it is to the companied advantage to use secondary research if possible. If not, use primary research to provide the organization with the necessary information.
Works Cited
Roberts, Donna (2011) Qualitative vs. Quantitative Data http://regentsprep.org/REgents/math/ALGEBRA/AD1/qualquant.htm
Judge, Paul. (1998) “Do You Know Who Your Most Profitable Customers Are?” www.businessweek.com
Marketing research is the systematic design, collection, analysis, and reporting of data and its findings relevant to the specific marketing situation that a company faces (Kotler, 2012). By researching the motorcycle rider, Allstate is able to identify who they are and what they experience. In 2008, Allstate conducted a “Who’s Behind the Helmet” survey. They defined their qualifications as a motorcycle owner who is 18 years of age or older with an income of $50,000 or more. (Floyd, 2008). The 500 person sample size produced insightful and interesting details for Allstate. Jeff...
Burns, A. C., Bush, R. F. (2006). Marketing research: Online research applications (5th ed.). Upper Saddle River, NJ: Prentice Hall.
McDaniel, C. & Gates, R. (2006). Marketing Research (7th ed.). Hoboken, NJ: John Wiley &
In order to understand and therefore embrace the relevance and impact of Experiential Marketing and its evolution to Adversperience Marketing we need to look at various facts. As markets are trying to get the latest and the greatest brand through the distraction barrier, we need to understand what is effective and reaches consumers.
d) Enlarging new customers. Research on the consumer purchase behavior is an essential need. The analysis data will provide more information on who, how, and why to buy, and also understanding the competitors marketing strategic plan. Secondly, by analyzing the majority of subscribers age group, gender, preference items. Sending regular email on current promotion items and offer them with the 1st trial discount voucher to convert the subscribers into customers.
Moreover, the research should also be an applied research with a specific market segment or niche, a selected demographic segment as well as geographic segmentation and an identified segmentation bases. This will allow the company to understand the consumer, the indirect consumer—which in this case would be the parents, and understand the possibilities of globalization. Effectively conducting this research will in turn increase profit in five year just like the financial department anticipates and increase circulations, new subscribers, and the renewal rate.
Conclusion Companies are better able to market their products to consumers if they have a good Understanding of the consumers and the basic purchase decision process. By understanding the consumer and the type of purchasing behavior associated with different products, marketers are more likely to create a marketing campaign that positively impacts the consumer’s purchasing decision.
Primary research is new data that is gathered by conducting different methods of marketing research.
We have come to the phase that allows Team A to apply the research tools and implement a market research plan. Team A will review various marketing research tools that are available for researchers to use such as secondary research, secondary on-line research, exploratory research, nondirective interviews, and the Likert scale. Our secondary research is showing that consumers are demanding healthier menu options. This market research implementation plan will develop several market research tools; including questionnaires’ and the Likert scale to verify if McDonald’s consumers genuinely want and will purchase healthier menu items.
The main aim of this discussion is to discuss the main aspects that are very important in planning and implementing the activities of marketing in the global context. Once all the issues have been addressed, the organisation then needs to plan out the global marketing strategy. Marketing research is the core area of marketing, as the entire marketing strategies depends on how well the organization has conducted the research of the market. Mar...
Briefly it is a systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company, allows management to make the changes necessary for better results through adopting a proactive approach. Therefore, if a company wants to know what type of products or services would be profitable it should make a market research. Furthermore, a comprehensive research will enable the company to know about the product imperfections (if there are) and to know if it has been able to satisfy customers’ needs. It attempts to provide accurate information that reflects a true state of affairs. Due to market research the company can formulate a viable marketing plan and estimate the success of its existing plan. There are two main sources of marketing research information:
Grover, R & Vriens, M 2006, The handbook of marketing research: Uses, misuses, and future
On the other hand, weaknesses existed. The primary research was the most difficult and frustrating sector, for it was difficult to keep in touch with the potential competitors; hence, a chance to learn more and analyse deeper from the potential competitors was missed. To conclude, the result and analysis of primary and market research which was based on the questionnaire was not convincing enough, and it was the main sector which needed to improve in the future.
As part of its innovation strategy, Colgate Palmolive (CP) decided to manufacture a new product-toothbrush in the early 90s. This was after some extensive research was done to determine consumer purchase behavior and the extent of competitive rivalry in the industry. According to Allprojectsmba.com (2010), research can be done by using a number of methods to collect the data that are analyzed to draw conclusions. Such methods include interviews, focus group, questionnaires and online research. Interviews can be done either one on one or via the telephone where the researcher/interviewer selects a sample that is representative of the whole consumer population. The interviewer asks and interacts with each person in the sample to pick up the information he needs. Alternatively, questionnaires can be produced and mailed to respondents who fill them and ...
Naturally, research design is the plan and structure of investigations.so conceived as to obtain answers to research questions. The plan is the overall scheme or program of the research. The prime focus of this research is determining the market share analysis for Vodafone, for which a questionnaire was prepared and field survey was carried out, which formed the basis for entire research.