Checking out definitions, ambiguities and underlying assumptions
Setting the research boundary and prioritizing
Making use of existing knowledge and frameworks
Setting the problem in context and understanding the salience of the issues to respondents
Structuring the problem and anticipation
Sorting out research objectives, survey questions, and decision outcomes
Managing expectations
INSIGHTS
REVIEW OF THE DESIGN PROCESS
How does the market researcher decide what design to employ to address a particular problem? There are, of course, many different scenarios. In some cases, the research design will almost suggest itself: the decision on what methodology to employ will be driven by one overriding factor.
BENEFIT FITNESS TO PURPOSE
Robustness
Establishing cause and effect
The mix of qualitative and quantitative
Focus and detail
The credibility factor
REASON WHY THE MARKET RESEARCH TOOL KIT
1.Desk research
Previous market research reports Various data held in the public domain the profile, the overall consumer and business population
There is also the opportunity for secondary data analysis – the reconfiguring of existing data in a way that addresses the specific problem being explored
2. Continuous: Longitudinal research
Consumer panel
Retail audits
3. Continuous: Longitudinal research
Omnibus survey
Syndicated services
4. Ad HOC research
Observation
Qualitative research
Quantitative research
Specialist options
END-LINE DECIDING ON THE QUALITATIVE DESIGN
Group discussion – FGD
The group setting stimulates the discussion of a topic
The interaction that takes place between group members can spark off new ideas
The group environment, for certain individuals, can be less intimidating than one-to-one depth interview
It is possible to understand a range of attitudes and behaviors in a relatively short time
In certain studies, it may be necessary to present a prototype of a piece of equipment. If there are a limited number of prototypes available, practicalities dictate that the research must be conducted via group discussions, rather than a series of individual depth interviews
A group discussion is an event that can be observed by the client (but it also has to be remembered that, in certain scenarios, the fact that respondents are being viewed may inhibit the group process)
REFERENCES CHOOSING THE QUANTITATIVE DATA COLLECTION METHOD
Face-to-face interview
Telephone interview
Self-administered questionnaire and postal research
