Submitted by: Submitted by Scubacheese
Views: 248
Words: 2983
Pages: 12
Category: Music and Cinema
Date Submitted: 03/12/2013 02:20 PM
Table of Contents
1.0 Introduction 2
2.0 Steps in the Marketing Research Process 3
3.0 Problem Definition 4
3.1 Problem Definition Questions Answered 4
4.0 Research Design 5
4.1 Types of Research Design 5
5.0 Data Collection 6
5.1 Literature Review 6
5.2 Primary Research 6
5.3 Secondary Research 6
5.4 Focus Groups 9
6.0 Sampling 10
6.1 Sampling Methods 11
7.0 Fieldwork / Primary Data Collection 12
7.1 The Questionnaire 12
8.0 Data Analysis 13
9.0 Conclusion / Recommendations 15
10.0 List of Figures 16
11.0 Bibliography / References 17
Appendix A 18
1.0 Introduction
As part of our Marketing Research module, we are required to develop a marketing research plan for a topic of our choice. Upon doing this we will explore the seven stages involved in the marketing research process. We will look at each stage individually and in depth. We hope to identify a problem and find a possible solution to help to rectify it. Primary and secondary data collection will also be used.
We will include a literature review which will explain the different research approaches and methods as well as the research instruments that we intent to use. We will also justify the research methods selected and ensure the data will be reliable and valid.
2.0 Steps in the Market Research Process
Fig 2.1 The Marketing Research Process
The stages of the Marketing Research process are interdependent and mutually exclusive
3.0 Problem Definition
Here we must define the problem that will be the basis of our research. Typical problem definition questions include:
* What’s the purpose of the study?
* What is the decision to be made?
* What information is needed?
* How will the information be used?
* What is to be measured?
* Is there a need for marketing...