Please enable JavaScript.
Coggle requires JavaScript to display documents.
Chapter C - Customer Insights (Market Research Process), Before research…
Chapter C - Customer Insights
(Market Research Process)
1. Defining
(1) Define problem
(2) Define research objectives
OR
Causal
Qualitative Research BUT through experiments
OR
Descriptive
Quantitative Research
Exploratory
Qualitative Research
2. Developing
Primary Data - New data
Contact Methods
Mail Questionnairs
Telephone Questionnairs
Personal Interviewing + Focus Groups
Online Research
Live Interviews & Focus Groups
Online Questionnairs
Sampling Plan
How many people?
How people are chosen
Probability Samples
Non Probability Samples
Who to study?
Research Approaches
OR
Survey Research
Both but survey varies
OR
Experimental Research
Causal ; Qualitative
Observational Research
Qualitative Research
Research Instruments
Questionnairs
OR
Mechanical Instruments
Secondary Data - Existing data
3. Implimenting
Step 2 Is put in action
4. Interpreting + Reporting
Before research starts, researcher must decide which to apply if qualitative OR quantitative