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The text also works in courses that implement a cross-functional curriculum where the students are required to purchase several texts. You can share your ebook free to your friends. Happy you, happy us! Thus, both the objectives and constraints of data collection must be closely monitored. Processing of Research Data Processing research data includes the preparation of data for analysis and the actual analysis of them.
The appropriate analysis techniques for collected data depend on the nature of the research questions and the design of the research. Qualitative research data consist of interview records that are content analyzed for ideas or themes. Quantitative research data may be analyzed in a variety of ways depending on the objectives of the research. A critical part of this stage is interpreting and assessing the research results.
Marketing researchers should always double-check their analysis and avoid overstating the strength of their findings. Preparation of the Research Report The research report is a complete statement of everything in a research project and includes a write-up of each of the previous stages as well as the strategic recommendations from the research.
Research reports should be clear and unambiguous with respect to what was done and what recommendations are made. Researchers should work closely with managers to ensure that the study and its limitations are fully understood.
Limitations of the Research Process Many problems and difficulties must be overcome if a research study is to provide valuable information for decision making.
The major goal of most test marketing is to measure new product sales on a limited basis where competitive retaliation and other factors are allowed to operate freely. Problems that could invalidate test marketing study results are listed below. Test market areas are not representatives of the market in general in terms of population, characteristics, competition, and distribution outlets. Sample size and designs are incorrectly formulated because of budget constraints.
Pretest measurements on competitive brand sales are not made or are inaccurate, limiting the meaningfulness of market share estimates. Test scores do not give complete support to the study, such that certain package sizes may not be carried or prices may not be held constant during the test period. Test-market products are advertised or promoted beyond a profitable level for the market in general.
The effects of factors influence sales, such as the sales force, season, weather conditions, competitive retaliation, shelf space, and so forth, are ignored in the research. The test-market period is too short to determine whether the product will be repurchased by customers. Careful research planning, coordination, implementation, and control can help reduce such problems and increase the value of research for decision making.
Marketing Information Systems Most marketers use computer-based systems to help them gather, sort, store, and distribute information for marketing decisions. A popular form of marketing information system is the marketing decision support system, which is a coordinated collection of data, tools, and techniques involving both computer hardware and software by which marketers gather and interpret relevant information for decision making.
These systems require three types of software: 1. Data base management software for sorting and retrieving data from external and internal sources. Model based management software for manipulating data in ways that are useful for marketing decision making. A dialogue system that permits marketers to explore data base and use a model to produce information to address their decision-making needs Marketing decision support systems are designed to handle information from both internal and external sources.
Focus groups: A type of qualitative research that typically involves discussions among a small number of consumers led by an interviewer and designed to generate insights and ideas about products and brands. Marketing research: Marketing research is the process by which information about the environment is generated, analyzed, and interpreted for use in marketing decision making.
Most often consumers or organizational buyers are the subject of the research. Mathematical modeling: Mathematical modeling involves developing equations to model relationships among variables to investigate the impact of various strategies and tactics on sales and brand choices.
Observational research: Observational research involves watching people and recording relevant facts and behaviors. Primary data: Primary data are data collected specifically for the research problem under investigation. Qualitative research: Qualitative research typically involves face-to-face interviews with respondents designed to develop a better understanding of what they think and feel concerning a research topic, such as a brand name, a product, a package, or an advertisement.
Quantitative research: Quantitative research involves more systematic procedures designed to obtain and analyze numerical data.
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