This deck set out a methodology to design and conduct market research. The contents include:
• Overview
• Types Of Research Methodology
• Telephone Surveys
• Focus Groups
• Consumer Intercepts
• Mail Surveys
• Consumer Panels
• Omnibus Studies
• Types of Samples
• Market Research Vendors
• Temps As Phone Interviewers
• Questionnaire Design
• Data Analysis
• Research And Data Analysis Department
This comprehensive presentation provides a structured approach to market research, starting with the essential first steps. It emphasizes the importance of reviewing all secondary research sources before diving into primary research. This ensures that you avoid duplicating efforts and leverage existing data effectively. The deck also guides you on defining specific objectives and the scope of your research, which is crucial for obtaining relevant and actionable insights.
The document delves into various research methodologies, categorizing them into quantitative, qualitative, and combination methods. Each category is explained with practical examples like telephone surveys, focus groups, and electronic focus groups. This segmentation helps you choose the most appropriate method based on your research goals and the nature of the data you need to collect. The pros and cons of each method are discussed, providing a balanced view to aid in decision-making.
A significant portion of the presentation is dedicated to the intricacies of conducting telephone surveys. It compares in-house versus out-of-house options, highlighting the strengths and weaknesses of using market research vendors, case team members, and temps. The emphasis on pre-testing surveys ensures that the final rollout is smooth and effective. This section also covers the operational aspects, such as managing and training temps, ensuring quality control, and handling data entry and tabulation.
Focus groups are another critical area covered in this presentation. It outlines the different types of focus groups and their specific uses, from exploring new ideas to verifying team understanding of questionnaire development. The step-by-step process for conducting focus groups is detailed, including recruitment, moderation, and data analysis. This structured approach ensures that you can gather deep qualitative insights while maintaining a high level of rigor and reliability in your research findings.
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Source: Best Practices in Market Research, Market Analysis, Market Intelligence PowerPoint Slides: Market Research Method PowerPoint (PPT) Presentation Slide Deck, Documents & Files
This PPT slide presents a structured overview of market research methodologies, categorizing them into 3 primary types: quantitative research, qualitative research, and a combination of both. Each category lists specific methods that can be employed to gather data, offering a clear framework for understanding the different approaches available.
Quantitative research is highlighted first, emphasizing its reliance on numerical data and statistical analysis. Methods such as telephone surveys, mail surveys, and intercepts are included, indicating a focus on gathering measurable data from a broad audience. Consumer panels and omnibus studies suggest a systematic approach to understanding market trends, while scanner data and test marketing point to practical applications in real-world scenarios.
Qualitative research follows, showcasing methods that delve into consumer attitudes and motivations. Focus groups and informational interviews are noted, reflecting a more personal approach to data collection. This type of research is essential for gaining insights that numbers alone cannot provide, allowing for a deeper understanding of consumer behavior.
The slide also introduces a combination category, which merges elements from both quantitative and qualitative research. This includes in-depth interviews, electronic focus groups, and store observations. Such methods can yield comprehensive insights, balancing statistical rigor with nuanced understanding.
Overall, the slide serves as a concise reference for executives looking to navigate the complexities of market research. It underscores the importance of selecting appropriate methodologies based on specific research goals, facilitating informed decision-making in strategy development.
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