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Marketing Research (7 steps in marketing research project (Analyze primary…

- - - - every element in the population has a known statistical likelihood of being selected
    - - Little or no attempt is made to get a representative cross-section of the population
  - - - Record and count the responses to a question
    - - Analyse responses to one question in relation to other questions
    - - More sophisticated techniques including decision tree and regression analysis
  - - - Explanation of research design
      - Summary of major findings
      - Concise statement of the
        research objectives
      - Conclusion with
        recommendations
- - - - Sources
        
        Observation Research
        
        Survey Research
    - - Quality of Declines If Surveys Are Lengthy
      - Reluctance To Participate If Interviews Are Lengthy
      - Costly Depending on Scale
    - - Answers a Specific Question
      - Source of Data is Known
      - Data Is Current
  - - - Sources
        
        Trade And Industry Associations
        
        Business Periodicals
        
        Government Agencies
        
        News Media
        
        Internal Corporate Information
    - - May not be on target with the research problem
        
        Quality and accuracy of data may pose a problem
        
        May Not Give Adequate Detailed Information
    - - Pinpoints The Types Of People To Approach
        
        Serves As A Comparison To Other Data
        
        Saves Time And Money On Target
- - - - Diagnostic: Explaining data
      - Predictive: "What if?" questions
      - Descriptive: Gathering facts