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Marketing Research as a Basis for Making Management Decisions

Autor:   •  January 3, 2019  •  1,423 Words (6 Pages)  •  21 Views

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The purpose of market research are derived from the formulated problem. Goals should be clearly and explicitly stated, there must be the possibility of measuring and assessing the level of their achievement.

Once you have determined the problem, we can formulate the objectives of the research. Typically, the study involves the solution of one of four tasks: to develop, describe, test hypotheses and predict.

Study of the development spend, when you want to receive more information on this problem, clearly formulating hypotheses, or when a new hypothesis. Research to describe problems, conducted when needed to describe objects such as a market or a part (segment), defining its characteristics based on statistical data.

If the task of marketing research is to test hypotheses regarding the relationship between the independent and dependent variables, firms conduct research to identify the causes of the problem. For example, a study conducted with the purpose of the description of the problem may reveal that the firm has lowered prices on their products and at the same time on the market has increased the demand for it, but it cannot determine whether a price reduction cause of the increase in sales. Sales could grow due to other factors - increase the purchasing power of consumers or reduce marketing efforts of competitors. Research to identify the causes of problems, designed to show, or that the price reduction (independent variable) is the cause of the growth in sales (dependent variable), or that price reduction is not the reason for the growth in sales.

1.2 plan Development information gathering

In the third stage when collecting primary data (information collected for the first time for a particular purpose) choose research method. Stay on the survey, as the survey is one of the main tools of this method of marketing research.

The survey may be followed in oral or written form. Oral and telephone surveys usually called an interview. The polls are divided:

)circle the respondents (individuals, experts, entrepreneurs, etc.);

)on the number of simultaneous respondents (single or group interviews);

)the number of those included in the survey (one or several);

)the level of standardization (loose schema, or structured, fully standardized);

)sampling frequency (single or multiple polling).

With the written survey, participants receive questionnaires that they must complete and send to the destination. In this case, using predominantly closed questions, the answer to that is to select one of these options. Questions are categorized as follows:

Yes - no questions (sometimes provides the answer "don't know" or "neither Yes nor no");

alternative questions in which you must select from the range of possible answers one, sometimes several;

the ranking of objects of comparison, such as automobiles, on the basis of subjectively perceived benefits;

scaling issues, giving a differentiated evaluation of similarity or differences of the studied objects.

Different types of questions different levels of scales that can be used later to measure the studied trait.

When designing questions you need to start from the information needs and capabilities of the Respondent to give the correct answer. If the researcher is only interested in agreement or disagreement, it is sufficient question of the form "Yes - no". If you need to make a conclusion about the opinions of the respondents, it is necessary to use scaling questions.

Questionnaires may include, in addition to the issues on the merits, the questions that help to establish rapport with the Respondent, and the issues that control the correctness and authenticity of the answers. Moreover, there are statistical issues regarding the identity of the Respondent.

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