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Market research (Other Sources of marketing information (Competitive…

- - - - Market potential
      - Market trends
      - Market Share
      - Market forecasting
      - Often not very apparent (may arise in the future)
- - - - Discussions with decision makers
      - interviews with experts
      - analysis of existing data
      - qualitative research
      - (shouldn't be too broad)
      - (shouldn't be too narrow)
    - - Formulating an anlytical framework
        
        Research questions
        
        Models
        
        Hypothesis
      - Always start with secondary data and if exhausted conduct primary
    - - Blueprint for market research
      - Details procedures for the acquiring of information
      - Falls broadly into two categories
        
        Qualitative
        
        Focus groups
        
        depth interviews
        
        observation
        
        Quantitative
        
        Survey (descriptive)
        
        Experiment (casual)
    - - Different Approaches
        
        Telephone
        
        Mail
        
        Electronic
      - Who conducts it?
        
        In house staff
        
        External supplier
    - - Editing, coding and transcribing data
      - Quantitative information should be presented with statistical data.
      - The information is presented and analyzed in order to find conclusions relating to the hypothesis or initial question
    - - Documented in research report
        
        Research question
        
        Approach
        
        Research design
        
        data collection or analysis procedures
        
        Results
        
        Major findings