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Marketing Research

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Investigación de Mercado Inglés
    1. Formulating a problem is the first step in the research process. In many ways, research starts with a problem that management is facing. This problem needs to be understood, the cause diagnosed, and solutions developed. However, most management problems are not always easy to research. Translated into a research problem, we may examine the expectations and experiences of several groups: potential customers, first-time buyers, and repeat purchasers. We will determine if the lack of sales is due to: Poor expectations that lead to a general lack of desire to buy, or poor performance experience and a lack of desire to repurchase. Research problems, on the other hand, focus on providing the information you need in order to solve the management problem. 2. Then define the method, for this the scientific method is the standard pattern. It provides an opportunity for you to use existing knowledge as a starting point and proceed impartially. 3. The third step is select a research method: There are two primary methodologies that can be used to answer any research question: experimental research and non-experimental research. Experimental research gives you the advantage of controlling extraneous variables and manipulating one or more variables that influences the process being implemented. Non-experimental research allows observation but not intervention.    4. The fourth step is the research design, this is a plan or framework for conducting the study and collecting data. It is defined as the specific methods and procedures you use to acquire the information you need. 5. The fifth step is a data collection technique. There are many ways to collect data. Two important methods to consider are interviews and observation. Interviews require you to ask questions and receive responses. Observing a person’s or company’s past or present behavior can predict future purchasing decisions. Data collection techniques for past behavior can include analyzing company records and reviewing studies published by external sources. 6. In the six step, you design your sample because is more practical to use a smaller but accurate representation of the greater population. 7. Once you’ve established the first six stages, you can move on to data collection. Regardless of the mode of data collection, the data collection process introduces another essential element to your research project: the importance of clear and constant communication. 8. Then in order for data to be useful, you must analyze it. Analysis techniques vary and their effectiveness depends on the types of information you are collecting, and the type of measurements you are using. Because they are dependent on the data collection, analysis techniques should be decided before this step.    9. Finally, the marketing research process culminates with the research report. This report will include all of your information, including an accurate description of your research process, the results, conclusions, and recommended courses of action. The report should provide all the information the decision maker needs to understand the project. Full Name: Gisela Del Mar Abreu Pérez ID Number: 26.242.378 Course: C1013-P
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