Please enable JavaScript.

Coggle requires JavaScript to display documents.

Market Research - Coggle Diagram

- - - - Programs: Scheme establishing the sequence of specific activities to be carried out to achieve the objectives
      - Procedures: Establish the chronological order and sequence of activities to be followed in the performance of repetitive work.
      - Policies: Guide to action guidance; criteria, general guidelines to be observed in decision-making.
      - Premises: These are assumptions that should be considered in the face of future circumstances or conditions that will affect the course
      - Purposes: They provide guidelines for the design of a strategic plan, are generically expressed and determined on a basis reserved to senior company officials, not indicating a limitation of duration to future
      - Procedures: Establish the chronological order and sequence of activities to be followed in the performance of repetitive work.
      - Strategy: General or alternative course of action that shows the overall direction and use of resources and efforts to achieve objectives under advantageous conditions.
      - Programs: Scheme establishing the sequence of specific activities to be carried out to achieve the objectives and time required to carry out each of its parts
    - - Flexibility Principle
        
        Within precision all bread should leave room for possible changes that may arise because of the unpredictable
      - Unit Principle
        
        Plans should be of such a nature that the existence of a single plan can be affirmed for each function
      - Planning Principles
        
        Plans should not be made with generic claims, but as accurately as possible
  - - - Once secondary sources are exhausted, researchers may not yet have enough information.
    - - Market researchers have at their disposal excellent sources of this type of information.
        
        Outside the company, the main secondary data sources are:
        
        • Library
        
        • Government
        
        • Commercial, professional and industrial associations.
        
        • Private companies.
        
        • Advertising media.
        
        • University research organizations.
  - - - It is characterized by its formal procedures, objectives and defined information needs.
    - - Most studies of this type depend largely on asking questions to respondents and on the availability of data from secondary sources.
        
        The most important is to determine the need for information, based on that there are different research criteria such as:
        
        According to the nature of the information
        
        According to the source of the information
        
        According to information collection technique
  - - - Degree of reliability.
      - Source origin.
      - Degree of obsolescence.
      - Validez contrastada.
- - - - It consists of allocating certain quotas to interviewers in which the conditions of the people to be interviewed are realized.
    - - It is a question of applying different criteria at the same time in a universe, for example by mixing national geographical criteria and rural and urban habitats.
    - - It's about getting around all the components of the universe, those people who are going to be part of the calculated sample.
  - - - Deductive reasoning is directly related to probability theory, and that from the characteristics of the population the possible characteristics of a sample are obtained.
    - - Population
        
        Statisticians use the word population to refer not only to people but to all the elements that have been chosen for study.
      - Sample
        
        Statisticians use the word sample to describe a chosen share of the population.
      - Sampling Types
        
        The authors propose different classification criteria for different types of sampling, although they can generally be divided into two large groups: Probabilistic sampling methods and non-probabilistic sampling methods.
      - Representativeness: The sample should be the best possible reflection of the set from which it comes.
        
        Homogeneity: it must be extracted from the same population.
        
        Independence: observations should not be mutually conditioned.
        
        Representativeness: The sample should be the best possible reflection of the set from which it comes.
- - - - These are the tools used to carry out observations.
  - - - Independent Variable: this is the alleged cause of the dependent variable, which is the expected effect
      - Variable types: depending on the measurement level and position in the hypothesis.
        
        Ordinal Variables: allow you to determine a hierarchical order between the units belonging to the different categories.
        
        Intervalable variables: allow you to determine not only the order but also measure the distances between units that are classified in the different categories
        
        Nominal Variables: only classify sampling units. They do not establish the order or hierarchy of the sampling unit
        
        Rational Variables: they differ only from the previous ones in the fact that here zero is not arbitrary, but represents absence of the measured characteristic.
      - Variable Classification
        
        Categorical variables are those whose values are of the categorical type
        
        Ordinal categorical variables
        
        Nominal categorical variables
        
        Numeric variables take numeric values.
        
        Discrete numerical variables
        
        Continuous numerical variables
- - - - It is a concrete technique of application of the scientific method that aims to analyse facts, opinions and attitudes
        
        Phone Survey
        
        It is done by conducting the interview by phone.
        
        Personal Survey
        
        It consists of a personal and direct interview between interviewer and surveyed person.
        
        Mail Survey
        
        It consists of sending the questionnaires by mail and the recipients are asked for their referral once completed.
    - - They provide a very useful alternative to the interview; however, there are certain characteristics that may be appropriate in some situations and inappropriate in another.
    - - They are used to gather information verbally, through questions proposed by the analyst.
    - - As a research technique, observation is widely accepted scientifically.