QUESTIONSTODETERMINEPURPOSEOFMARKETRESEARCHDeterminingtheresearchpurposecanbeacomplexprocess;butcanbesimplifiedbyaskingyourclientthesequestions:1.Whatdecisionsneedtobemade?Forexample:•Shouldadiscountstorechainopenanewstoreincommunity"x"?•Shouldahospitalexpanditsdrugandalcoholtreatmentfacilities?•Howmuchmoneyshouldacompanyinvestinequipmenttoproduceanewproduct?•Whatisthepotentialofamarketthatisunfamiliartoacompany?2.Doproblemsneedtobediagnosed?3.Arethereanyopportunitiesthatneedtobestudied?4.Whowantstheresearchdone?•Isthepersonrequestingtheresearchinapositiontoactbasedontheresults?•Arethereanycovertreasonswhysomeonewantstheresearchdone?-Thiscouldchangeboththepurposeoftheresearchaswellastheresearchdesign.5.Whowillbethemostimportantusers/audiencesforthefinding?•Thiswillgiveyouanindicationofhowresultsshouldbereported(e.g.,-viapresentationorawrittenreport)andwhatfindingsshouldbehighlighted.•Forexample:usingalotofgraphicpresentationofresultsformanagerswithlittlestatisticalsophisticationversusdetailedsummariesforin-housemarketingresearchers.6.Whatwillresultsbeusedfor?•Trytodeterminehowmuchisatriskintermsoftime,moneyandresources.•Youneedtodetermineifthereareonlyresourceororganizationconstraintswhichwouldinfluencewhetherorhowresultswouldbeused.•Forexample:Doesacompanyhaveenoughcapitalavailabletoenteranewmarketbyeitherpurchasingaexistingcompanyorestablishinganewone?165392MR-106/92Pre-Read/MarketResearchFINALREPORTFORMAT•BriefSummaryofMajorFindings/InterpretationsinBulletFormatStandAlone•NoMoreThenTwoPages2.Introduction•BriefStatementofIssues/Purposes(LitReview&DetailinAppendix)3.SurveyProcedures•SummaryofSampling,DataCollectionMethodsandDates,MarginsofError(DetailinAppendix)4.Results•IndividualQuestions,QuestionTypes,orScalesPresentedOnetoaPageinGraphorSimplifiedTable.•MainTrendDescribedinOneorTwoSentences•SubgroupDifferencesUsuallySummarizedinBulletForm•KeySubgroupDifferencesTabledorGraphed5.Analysis/Implications•SummarizeMajorTrendsinData(1to3)•DrawImplicationsinTermsofImpactonDecisions,Policies,Programs,orProposals6.Appendices•LiteratureReview/DetailedBackground•Methodology--RepresentativesofSample,MarginofErrorTable,Dates,Procedures,DataAnalyses•CopyofQuestionnaire(andSupportingMaterialssuchasFollow-upsandScripts)•VerbatimSummaryofOpen-endedCommentsOrganizedbyCategory165392MR-206/92Pre-Read/MarketResearchAfinalreportonthemarketresearchshouldbewrittentofinalizetheconclusions.Thereportshouldincludetheseitemsunlessspecifieddifferentlybyyourclient.1.ExecutiveSummaryADVANTAGE/DISADVANTAGEMATRIXAdvantagesDisadvantagesFace-to-faceSomesamplingmethodscanbeimplementedbestbythismethod(e.g.,clustersampling,purposivesampling)MostexpensiveofthreealternativesDifficulttocontrolandsuperviseinterviewersinthefieldMosteffectivewayofensuringcooperationfrommostpopulationsMostlikelytoobtainsociallydesirableanswersHasseveraladministrativeadvantages.Youcan:•Usevisualaids•Screenquestionseffectively•Askopen-endquestionseffectively•Answerrespondentquestions•Probeforadequateanswers•ClearlyexplaincomplexinstructionsHasgreatestpossibilityofinterviewerbiasDifficulttosecurequalifiedpersonnelHasthelongestdatacollectionphaseLongerinterviewscanbedoneinpersonHighresponserateoverall165392MR-306/92Pre-Read/MarketResearchMethodItemnonresponseislowGoodcontroloverwhoresponds165392MR-406/9...
