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Mark3054 Notes

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The Market Research Process

1. Establish need for information 2. Establish information needs

Recap MARK 2052

3. Determine research design/data sources 4. Develop data collection procedures

5. Sample design 6. Survey design

Decision

7. Collect data 8. Process data 9. Analyze data 10. Write report/present findings 11. Action

R a h u l R a h u l d vi n d Go vi n Go
Australian School of Business South Wales The University of New

R a h u l R a h u l d vi n d Go vi n Go
Aus tralian Sc hool ersBus ines s South Wales The Univ of ity of New

Step 1: Establish Need for information
(Why) Do we need to conduct Marketing research?
1) Check out what the market is like! (SWOT analysis-Proactive Research)
Explore a new …show more content…

¨ Respondent did not answer… ¨ What will you do with that survey? à TRASH Logic checks ¨ Qn 5 asked - Do you own a car? Respondent said No. ¨ Qn 6 asked – Is it an American Car? Respondent said Yes. ¨ What will you do with that survey à TRASH

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Now use Math Techniques
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Cross-tabulations Multivariate analysis (regression, semantic scales, conjoint) More complex designs and analyses Don’t just make the analysis very simple… but don’t just go crazy with math either

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R a h u l R a h u l d vi n d Go vi n Go
Aus tralian Sc hool ersBus ines s South Wales The Univ of ity of New

Australian School of Business South Wales The University of New

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Step 10/11: Write a report/Take Action
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What is Market Analysis?
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Writing reports
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User friendly reports Bullets and dashes format Picture is worth a 1000 words “BLOT” strategy (bottom line on top)

It is NOT a course in statistical formulae

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Presenting findings
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Be sensitive to the audience’s level of knowledge Be a manager, not a statistician Sometimes numbers don’t mean a thing! But most of the times nothing means anything without numbers

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The focus is on understanding the bases of the techniques It is NOT about plugging numbers into formulae It is about gaining hands on experience using analytical software – SPSS (and excel) It is about how output can be used –

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