Modern Marketing
Information & Analysis (Week 3)
On continuation from last week's lecture in MMIA on Market Research, week 3 expanded on this topic further and the importance of planning when using this specific business tool. When setting out an initial research plan, it is key to include all of the following;
When creating strategic objectives; new plans, actions, services or products need to be identified (McGivern, 2009). For example, what type of product will fill a gap in the market? what marketing strategy is needed for market success?
Before the research plan is created, it first needs to be designed and constructed well. Firstly, the research problem needs to be defined. Next, the sort of evidence needed and units of analysis need to be decided as well as how the overall structure of the research is going to be conducted. Thirdly, the most appropriate design to present the data and final results need to be constructed. And finally, thoughts on how the end use of the raw data will be analysed (McGivern, 2009).
When collecting research data (whether it be through initial questionnaires or in-depth interviews), the nature of the enquiry must be identified first. For example, exploratory research (research undertaken to collect preliminary data) helps to unpack complex issues and identify key problems that need to be looked into further before preparation of a marketing proposal.
Casual research relates to online or face-to-face questionnaires and surveys. These methods often allow respondents to choose from multiple chooses, proposing the question of "why" whereas descriptive research depicts the opposite. Descriptive research relates to focus groups or in-depth interviews; this allows respondents to give a more extensive answer and can elaborate further on their opinions, thoughts and feelings in a given situation. As a result, these methods prompt the questions of "who?" "what?" "when?" "where?" and "how?".
Next, in order to ensure the research plan runs smoothly, a detailed timeline is recommended to be constructed. This includes;
The type of data needed
Primary? Secondary? Both?
The design of a sampling strategy
Identify the target population
Identify the sampling units and sample elements
Choose a sampling approach
Choose a sample size
The decision on the method of data collection
Face-to-Face? Telephone? Online/Internet?
Individually? In Groups? In Depth?
The design of the collection instrument
Operationalising
Designing the questionnaire or discussion guide
Methodology & Timings
How will all tasks be run?
How long will each task take to run?
How long will the overall process take?
Will the focus group run before or after the questionnaire?
How long does it take to get 100 responses and how long does it take to collect/analyse them?
What will quotes from the focus group be used for? What effect will the answers have on the overall proposal?
As this weeks Thursday post was fairly long, please comment below if you think there is anything I've missed or you'd like to know more about. Happy Reading!
- Research Plan & Methodology
- Strategic & Research Objectives
- Before, During & After "Insight"
- Timeline
When creating strategic objectives; new plans, actions, services or products need to be identified (McGivern, 2009). For example, what type of product will fill a gap in the market? what marketing strategy is needed for market success?
Before the research plan is created, it first needs to be designed and constructed well. Firstly, the research problem needs to be defined. Next, the sort of evidence needed and units of analysis need to be decided as well as how the overall structure of the research is going to be conducted. Thirdly, the most appropriate design to present the data and final results need to be constructed. And finally, thoughts on how the end use of the raw data will be analysed (McGivern, 2009).
When collecting research data (whether it be through initial questionnaires or in-depth interviews), the nature of the enquiry must be identified first. For example, exploratory research (research undertaken to collect preliminary data) helps to unpack complex issues and identify key problems that need to be looked into further before preparation of a marketing proposal.
Casual research relates to online or face-to-face questionnaires and surveys. These methods often allow respondents to choose from multiple chooses, proposing the question of "why" whereas descriptive research depicts the opposite. Descriptive research relates to focus groups or in-depth interviews; this allows respondents to give a more extensive answer and can elaborate further on their opinions, thoughts and feelings in a given situation. As a result, these methods prompt the questions of "who?" "what?" "when?" "where?" and "how?".
Next, in order to ensure the research plan runs smoothly, a detailed timeline is recommended to be constructed. This includes;
The type of data needed
Primary? Secondary? Both?
The design of a sampling strategy
Identify the target population
Identify the sampling units and sample elements
Choose a sampling approach
Choose a sample size
The decision on the method of data collection
Face-to-Face? Telephone? Online/Internet?
Individually? In Groups? In Depth?
The design of the collection instrument
Operationalising
Designing the questionnaire or discussion guide
Methodology & Timings
How will all tasks be run?
How long will each task take to run?
How long will the overall process take?
Will the focus group run before or after the questionnaire?
How long does it take to get 100 responses and how long does it take to collect/analyse them?
What will quotes from the focus group be used for? What effect will the answers have on the overall proposal?
As this weeks Thursday post was fairly long, please comment below if you think there is anything I've missed or you'd like to know more about. Happy Reading!
No comments:
Post a Comment