Designing a market research study

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INTRODUCTION

IDENTIFYING THE PROBLEM

  1. Checking out definitions, ambiguities ad underlying assumptions
  2. Setting the research boundary and prioritizing
  3. Making use of existing knowledge and frameworks
  4. Setting the problem in context and understanding the salience of the issues to respondents
  5. Structuring the problem and anticipation
  6. Sorting out research objectives, survey questions, and decision outcomes
  7. 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
  • 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

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