Market Research
Research Design
Sampling
Medición
Data Collection and Analysis
Study Planning
Sources of Information
Types of Market Research
Consultant Determination
Sample Types
Sample Size
The Sample Procedure
Feature Determination
Measurement Scale
Validity and Reliability
Variable Types
Data Assessment
Statistical Methods of Analysis
Presentation of Results and Forecasts
Data Preparation and Synthesis
Data Collection Techniques
Conclusive Investigation
Descriptive Research
Exploratory Research
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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
Planning stages
Planning Principles
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
Unit Principle
Planning Principles
Within precision all bread should leave room for possible changes that may arise because of the unpredictable
Plans should not be made with generic claims, but as accurately as possible
Plans should be of such a nature that the existence of a single plan can be affirmed for each function
Primary Data Sources
Secondary Data Sources
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.
Una vez elegidas las posibles fuentes de datos, hemos de valorarlas, teniendo en cuenta los siguientes aspectos:
Degree of reliability.
Source origin.
Degree of obsolescence.
Validez contrastada.
The design of the sample determines the limits of the research, the universe of the population to be studied and the representativeness of the study sample.
Parameter : These are the measures or data that are obtained on the distribution of population probabilities, such as mean, variance, proportion, etc.
Statistical. The data or measures that are obtained on a sample and therefore an estimate of the parameters.
Method of tiered quotas:
Mixed sample method:
Random sample method:
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 consists of allocating certain quotas to interviewers in which the conditions of the people to be interviewed are realized.
It's about getting around all the components of the universe, those people who are going to be part of the calculated sample.
It is the number of elements, chosen or not at random, that must be taken from a universe so that the results can be extrapolated to it, and provided that they are representative of the population.
Sample Size
Sample Design:
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
Sample
Sampling Types
Representativeness: The sample should be the best possible reflection of the set from which it comes.
Statisticians use the word population to refer not only to people but to all the elements that have been chosen for study.
Statisticians use the word sample to describe a chosen share of the population.
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.
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.
Dependent and independent variables
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
Numeric variables take numeric values.
Ordinal categorical variables
Nominal categorical variables
Discrete numerical variables
Continuous numerical variables
The ordinal measurement scale: is the one that includes the values of ordinal variables that can be sorted in a certain order
The interval measurement scale: To which the numeric variables correspond.
Nominal measurement scale: this is the one that includes the values of the nominal variables, which do not have a preset order and are mutually exclusive values.
Measurement instruments
These are the tools used to carry out observations.
Reliability: refers to the inner consistency of the same, its ability to consistently discriminate between one value and another.
Validity: indicates the ability of the scale to measure the qualities for which it has been built and not similar ones.
The value of an investigation depends on the results. And because data doesn't have the gift of word, analysis and interpretation are fundamental elements of any project.
Survey
Questionnaire
Interview
Observation
They are used to gather information verbally, through questions proposed by the analyst.
It is a concrete technique of application of the scientific method that aims to analyse facts, opinions and attitudes
Phone Survey
Personal Survey
Mail Survey
It consists of sending the questionnaires by mail and the recipients are asked for their referral once completed.
It is done by conducting the interview by phone.
It consists of a personal and direct interview between interviewer and surveyed person.
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.
As a research technique, observation is widely accepted scientifically.
Once the data has been collected, the processing of the data begins, which includes the editing and encoding functions.
The tabulation process consists essentially of counting the data contained in the questionnaires.
Tabulation can be treated manually or computerly.
IM results are usually communicated to the manager through a written report and an oral presentation.