Maketing Research 問題

Hello!

Perform Marketing Research

1. Defining the research problem
(1) Formulating the problem
(2) Establishing research objectives

2. Establishing the research design
(1) Select the research design
a Exploratory research design
Collecting information in an unstructured and informal way.
b Descriptive research
A set of methods and procedures that describe marketing variables, e.g.
consumers’ attitudes, intentions, and behaviours, or the number of competitors
and their strategies.
c Causal research
Controlling various factors to determine which factor is causing the problem. By
changing one factor, say price you can monitor its effects on a key
consequence such as sales.

(2) Identify information types and sources
a. Primary data
Primary data is original information gathered for a specific purpose.
b. Secondary data
Secondary data refers to information that already exists somewhere and has
been collected for some other purpose. Gathering secondary research may
be as simple as making a trip to a local library, market reserach institution,
business information center or browsing the Internet. Secondary data help
identify the problem; better define problem; develop an approach to problem;
fomulate an appropriate research design; answer certain research questions
and test some research hypotheses; Interpret primary data more insightfully.

(3) Determine and design research instrument
a. Observation
b. Questionnaire
(a) Structured: close-end questions.
(b) Unstructured: open-end questions

3. Collecting and analyzing data
(1) Collecting methods
a. Focus group
b. Telephone
c. Mail
d. Personal interview
e. Internet
(2) Analyzing data
a. Checking the raw data
b. Coding

4. Formulate findings
Conclude the findings from the primary and secondary data.