Modern Marketing Information & Analysis (Week 14)
"Once research plan has been developed and proposed analysis identified, it is necessary to go out about conducting the research itself. This stage will vary according to the type of research. Particularly in primary research, it is this part of the process that often presents the biggest problem, because the collection of the data should not be left to poorly trained or badly briefed field researchers."
"While the quality of the research data is essential, it is the analysis of the data, i.e. turning raw data into useful information, that provides the most value to the organisation. It is on the basis of the reports prepared from the data analysis that significant managerial decisions are likely to be made."
"Some care needs to be exercised in the interpretation of quantitative data. Outputs of calculations should never override sound common sense in assessing the significance and relevance of the data generated. There is sometimes the danger of analysis paralysis, where the use of highly sophisticated techniques almost become an end in itself, rather than simply a means of identifying new relationships and providing significant new insights for management."
"Not all data are quantitative of course. Qualitative data arising from in-depth interviews or group discussions pose a different kind of challenge to researchers. Whereas quantitative data have to prove their reliability when compared with the wider population, qualitative data can never be claimed to be representative of what wider sample of respondents might indicate. The main task of qualitative data, therefore, is to present attitudes, feelings and motivations in some depth, whether or not they are representative of the wider population. To handle qualitative data analysis, great care must be taken in the recording of information. Video or taped interviews are thus helpful in enabling classification and categorisation of the main points to be checked and explored in depth."
"So although the risks of bias are great in qualitative analysis, both in data selection and analysis, and although the results can, in untrained hands, be rather subjective and conjectural, the advantage arises from the fresh insights and perspective that more rigorous statistical techniques would simply not generate."
"The information provided by researchers must then be in a form that is useful to decision-makers. Too often, research reports are written in a highly technical language or use research jargon that, to a layperson, is confusing or meaningless. Marketers who want to use these reports to make decisions need them to be easily understandable. A report that is too complex is all but useless. That is why the formal presentation of the report, whether written or verbal (which allows the client to ask questions and seek clarification of points made), should be given as much thought, care and attention as any previous stage in the research process. It also allows the results to be personalised for the receiving organisation which can improve the perceived credibility of the findings and thus increase willingness to take action (Schmalensee, 2001)."
"Although a verbal presentation can play an important part in sharing understanding, it is the report itself that has the power to influence thinking significantly. Arguments can be carefully presented, with data used appropriately in their support, and the detail surrounding the main findings can be displayed to increase the client's confidence that the research was well executed to plan. There are no standard report formats, as much will depend on the nature of the research task undertaken."
"In conclusion, research projects rarely go completely to plan. Although greater care in conducting pilot studies and exploratory research will make it more likely that the actual outcomes will match those planned, problems may still emerge that will require careful consideration in weighing up the value of the project. Thoughtful analysis of the planning, conduct and outcomes of the project will also teach valuable lessons for the future to both clients and researchers. This stage can involve a review of all aspects of the research plan described above. Any deviations need to be understood, both in terms of the current results and for designing future research. With regard to the research project undertaken, the most important point is whether the research actually provided a sufficient quality and quantity of information to assist management decision-making. Ultimately, responsibility must be taken to present the research results to gain an insight into whether or not the initial objectives and research plan were compatible and reflected in the requirements."
Source (no copyright infringements intended):
Brassington, F. and Pettitt, S. (2007). Essentials of Marketing. Essex, England: Pearson Prentice Hall.
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