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Qualitative Market Research (Marketing Information System. A Marketing…
Qualitative Market Research
Marketing Information System.
A Marketing Information System (SIM) is a permanent and interactive structure composed by people, equipment and procedures.
It´s integrated by 4 related subystems:
:check:Internal Data.
:check:Marketing intelligence.
:check:Marketing analysis and :check:support of decision making
:check:Market research
Data sources.
Secondary Internal
records Agencies of government Anual reports Shareholders
reports Product testing
results Internal bulletin
Primary Data
gathered for the specific purpose of the research and by first time
Market research definition
Marketing research is the function that links the consumer, customer,and public to the marketer through information–information used to identify and define marketing opportunities and problems;.
Market research planning marketing research process is to give you the right information you need to take decisions.
vs
Characteristics of a definition of the research problem.
1.- The problem should be stated as a
question.
2.-The problem statement should express a relation between 2 or more varables.
3.-The research problem should be related directly to decisions that management need to take
S
pecific
M
easurable
A
ttainable
R
elevant
T
imebase
Hypothesis An hypothesis is a conjectural statement regarding the relation between two or more variables.
:check:They must be statements of the relationship between variables.
:check:They must carry clear implications for testing the stated relations.
BASIC CHARACTERISTICS OF QUALITATIVE MARKET
RESEARCH:
:check:The natural environment and the context of the problem is the direct and primary source.
:check:The researcher's work constitutes the key instrument in the investigation.
:check:Data collection is mostly verbal rather than quantitative.
:check:The researchers emphasize both the processes and the results.
:check:The analysis of the data is given more inductively.
:check:The main interest is focused on how the subjects think and the meaning of their perspectives on the matter.
FOCUS GROUP A focus group is “a group comprised of individuals withcertain characteristics who focus discussions on a given issue or topic”
Consists of a small group of
people, usually between six and
nine in number,
Benefits
Focus groups are group interviews that give the researcher the ability to
capture deeper information more economically than individual
interviews.
Group interaction and non-verbal communication are primary benefits
of focus groups.
Population and sample
The population represents the individuals that are to be
analyzed.
The sample is a subset of the population.
Focus groups do not use probability or random samples,
focus groups generally utilize convenience sampling.
A focus group is most effective with 7-12 participants.
