fundamental of marketing research

8/7/2019 Fundamental of marketing research

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RESEARCH TECHNIQUESy QUALITATIVE RESEARCH

y QUANTITATIVE RESEARCH


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SAMPLING METHODS


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RESEARCH DESIGN


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Questionnaire Development

y Survey questionnaires are typically used for feedback research to determine the current

status or "situation," or to estimate the distribution of characteristics in a population.

y It is common sense to require that the concepts be clearly defined and questions

unambiguously phrased; otherwise, the resulting data are opt to be seriously misleading.

y To overcome this problem, eSurveysPro offers a range of sample survey questionnaires,

questions and responses to help you in constructing your survey questionnaires.


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Here are some ground rules to keep in mind

before writing the first word:

y Each question should relate directly to your surveyquestionnaire objectives.

y

Every respondent should be able to answer every question(unless instructed otherwise).

y Each question should be phrased so that all respondentsinterpret it the same way.

y Each question should provide answers to what you need toknow, not what would be nice to know.


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Five main parts of a survey questionnaire

y Introduction

y Why the respondents have been selected to respond

y How long will the survey questionnaire take

y What benefit will they get for responding

y How their responses will be used / confidentiality


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Before writing the reportBefore writing the report

y The researcher should discuss: the majorfindings, conclusions, and recommendations

with the key decision makers.y necessary to ensure that the report meets the client's

needs and is ultimately accepted.

y The entire marketing research project:

y should be summarized in a single written report or inseveral reports addressed to different readers.

y should present the findings in such a way that they canbe used directly as input into decision making.


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Report FormatReport Formaty No universally accepted standard format or style

for research writing. Different researchers may

prepare their reports differently.y The personality, background, expertise, and

responsibility of the researcher and those of thedecision maker for whom the report is written interactto give each report a unique character.

y Report formats are likely to vary with the nature of theproject itself. However, the research report closelyresembles the steps of the marketing research process.


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Report Writing IReport Writing Iy Effective report writing is an art.

y Some basic points to note in writing a report.y

Readers: The report should take into account the level ofreaders' technical sophistication, their interest in the project,ability to understand as well as the circumstances underwhich they will read the report and how they will use it..

y Adherence to study objectives: A research report must showthat the research objectives have been accomplished..

y Easy to follow: The most basic characteristic of a good reportis that it is easy to follow.y It should be well organized, logically structured, and clearly and

lucidly written. Headings and sub-headings should be used fordifferent topics and subtopics respectively..


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DATA COLLECTING

METHOD


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COPY RESEARCHy CONCEPT TESTING

y NAME TESTING

y SLOGAN TESTING


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fundamental of marketing research

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