Marketing Research

Activity 1: Research begins with a problem or a question. Good research builds off a good question. A good question is NOT:

a) a yes or no question

b) something we already know

c) something that is common sense (my grandmother could tell you that)

Think of a good research question that you might want to address in your research study and write the question for activity

1. Your question shouldn't be broad, huge. You need to think of a question where you can steer enough data to answer it by use no a research method such as interview or survey or a focus group. Think of a question that you can ask a group of people and get their responses to which is more like a marketing survey and can give you some insight into small group of potential customers and their thoughts.

Activity 2

Topics covered this week include exploratory research design, including classification and differences between research designs; in-depth interviews; focus groups; and projective techniques. We'll also learn about the Marketing Research Mix.

Read first before answering the question below:

• Chapter 2 (Shukla text): Exploratory research design

• Chapter 3 (Hague text): Research Design

• The Marketing Research Mix - a tool for Practitioners and Scholars:

http://marketingstrategies.qiimarketing.com/research/permalink.php?article=Market+research+mix.txt

• Exploratory, Descriptive, and Casual Research Designs

http://www.slideshare.net/ RubayetHassan1/3-types-of-marketing-research-designs-exploratory-descriptive-causal

• Survey Design: http://www.surveysystem.com/sdesign.htm

Question

Week 2 covers a lot of material. As you have seen, there are many different kinds of research design, and each one has its advantages and disadvantages.

1) write the question you came up with in activity 1 and rewrite or restate it for question 1.

2) Based on the different kinds of research design we saw this week (causal, exploratory, descriptive, survey) and based on the question you need to answer in question 1, which kind of research design will be best for your project? Why?

3) Based on the Market Research Mix, describe (for the research you will carry out for the research question):

a) the Purpose

b) the Population

c) the Procedure

d) the Publication

(You may need to review this article for question 3 of this question:

http://marketingstrategies.qiimarketing.com/research/permalink.php?article=Market+research+mix.txt )