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Assignment on Market Research
Our first assignment in our first year at university Our Market Research was carried out in Teleservices Ltd, which is a subsidiary company of Mauritius Telecom. Our objective was to find out about the working condition, job satisfaction mostly everything that connects the worker with its work…
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- 1. Proposal for Nike Dri-FIT Market Research Prepared for: Alison Dean June 14, 2009
- 2. Table of Content Executive Summary Background Problem Definition Research Design Fieldwork Data Collection Data Analysis Reporting Timing Appendices
- 3. Executive Summary This proposal responds to your brief of June 15 2009 and describes: Business Objective: – to change, reinvigorate or phase out the Dri-FIT range of products Research Objective: – to assess if consumers are aware of the brand and the media communications. – to assess if consumers are familiar with the technology and consider it important. – to understand purchase interest across different price points and evaluate spend potential. – to assess consumer preferences to designs, colours and materials. – to evaluate in store distribution, visibility and availability. Our Recommended Approach: Store Audit: Visit stores to assess what are the barriers to purchase (poor visibility, limited availability and knowledge of sales staff) Qualitative: Conduct focus groups with user groups to explore reactions to the brand, the designs and media communication material. Quantitative: Conduct questionnaires outside stores to measure awareness of the brand and media communication material and to assess interest at current and alternative price points. Sample Composition: n=300 Questionnaire / n=8 Interviews with Store Managers / n=5 Focus Groups Timing: 10 weeks from project confirmation
- 4. Background
- 5. Background Nike was established in 1971 and is a global marketer of athletic footwear, apparel and equipment. It’s swoosh logo and ‘Just Do It’ slogan have motivated millions all over the world (Malhotra, 2007: 404-405). Consumers receive information from different media sources and make good use of it to collect product information of their preferred products (Schiffnan et al., 2005). Because consumer knowledge of products and competitive products affect the consumption decision-making process (Schiffnan et al., 2005), media can be considered the most effective channel to distribute product information (Ramaswamy, 2008). Consumers’ consumption behaviour is affected by their brand knowledge and personality (Kay, 2006: Schiffman et al., 2005), it is recommended that Nike Inc. understand consumers by analyzing the relationship between consumer psychology and product characteristic (Schiffman et al., 2005). The market for sports apparel is becoming increasingly competitive. The model developed by Phil Knight (high value branded product manufactured at a low cost) is now commonly used and to an extent it is no longer a basis for sustainable competitive advantage. Competitors are developing alternative brands to take away Nike's market share. The Dri-FIT range has not been meeting projected sales targets in the Asia-Pacific region. We have been commissioned by the brand manager to conduct market research in Hong Kong, Shanghai and Sydney. We will measure all aspects of the marketing mix and provide valuable information to support the management decision to reinvigorate, change, or phase out the Dri-FIT range.
- 6. Problem Definition
- 7. Problem Definition Research is the systematic collection and analysis of information which helps to improve the quality of planning and decision making. It helps marketers to fully understand what consumers want and can be used to explain and predict attitudes and behaviour of the population (Malhotra, 2007: 7-9). Nike Inc. is conducting market research to review the business case from the consumers’ point of view. The research will be used to establish whether (1) the Dri-FIT range is sufficiently market-focused (2) marketing plans and planning process are deficient and (3) brand building and communications are weak (Kotler, 2004: 20).
- 8. Problem Definition The objectives of this research study are: To assess if consumers are aware of the brand and its media communications. To assess if consumers are familiar with the technology and consider it important. To understand purchase interest across different price points and evaluate spend potential. To assess consumer preferences to designs, colours and materials. To evaluate in store distribution, visibility and availability.
- 9. Our Research Methodologies Qualitative Quantitative In-depth understanding Quantify consumer of customer behaviour and attitude behaviour and attitude Focus Groups Questionnaire In-Depth Interviews
- 10. Our Approach We recommend a three-phase approach: Store Audit and store manager interviews: Depth interviews are a direct way of obtaining information to illustrate a number of specific issues. Our store audit and interviews will be conducted on a one-on-one basis to uncover beliefs and attitudes about the brand and reveal any underlying or hidden information that we can test quantifiably with further research (Malhotra, 2007:158-162). Qualitative: Our focus groups will be conducted by a qualified research moderator and consist of eight (8) respondents. It will provide deeper understanding of why and how products are chosen and purchased (Malhotra, 2007:145-155). Quantitative: This research will measure consumer awareness, interest across current and different price points and reactions to media communications. Our well designed questionnaires are easy to complete and offer a direct comparability of responses. Questionnaires will be completed by consumers as they exit the store (Malhotra, 2007:187-189).
- 11. Our Approach The research variables include: 3 different markets (Hong Kong, Sydney and Shanghai) 8 stores to be visited in each city Sex of respondents Age of respondents Various levels of brand awareness Understanding of technology Time of study conducted
- 12. Our Approach Rationale: To link the consumer to you through the collection of data/information. In doing so you will be able to gain valuable insight into the consumer and define opportunities or problems to support your management decisions. Using proven research methods we will explore and measure all aspects of the marketing mix (Malhotra, 2007: 8-11). Product Price Promotion Place Is the price Are you connecting to Is the current range competitive? the most valuable Do you have good appealing? Are consumers users? visibility in store? Do you need to shopping around for a Are you Are you in the right introduce new better deal? communicating the store? designs? Can you compete? benefits clearly?
- 13. Research Design
- 14. Research Design Who, What, Where, When and Why? Our research design is the framework of our market research proposal. It defines the information needed to conduct the research and how we propose to obtain it (Malhotra, 2007: 78). Store Audit Qualitative Research Quantitative Research Barriers to Purchase Consumer Understanding Brand Test Understand core target consumer Measure awareness of the brand and groups’ interest in the brand, and Assess barriers to purchase the media communication material more importantly their perception / attitude towards it. Assess the styles available Measure consumer reaction to the brand and the media communication Understand the pre-defined core Assess the knowledge of sales staff material target consumer’s life-style and attitude to fitness. Assess media communications Measure consumer interest at current and different price points Understand the triggers that lead to purchase
- 15. Research Design Who, What, Where, When and Why? Store Audit Qualitative Research Quantitative Research Barriers to Purchase Consumer Understanding Brand Test Valuable Users Valuable Users Valuable Users What they know about the brand? What sport do they do? Level of brand awareness? Do they understand the benefits? What do they wear? Level of Interest in the brand? Are they able to communicate What is important? Perception of the brand? benefits to customers? Which brands do they use? Likelihood to buy at current and How visible is the brand in store? Why do they use them? different price points? How do they rate Dry-FIT Which have the best designs? Attractive Attributes of the brand? What is the competition? Which are the most wearable? Level of agreement with media What are the best sellers? What do they like about the communication? Why are they the best sellers? advertisements? Is current marketing successful?
- 16. Research Design: Store Audit Rationale: Store audits are a good way to assess the barriers to purchase i.e. poor visibility, limited availability and sales knowledge. Our experienced staff will record their systematic observations and conduct depth interviews with store managers. This method is very effective in revealing any underlying or hidden information (Malhotra, 2007:159). The criteria for the respondents are: Length of interviews: Store Manager & Staff 30 minutes Selection Stores will be selected in high traffic areas Hong Kong / Shanghai /Sydney 8 x Stores Interviews will be conducted with store managers Nike or Outlet Store Stores must keep Dri-FIT range Sample attached as an appendix
- 17. Research Design: Focus Group Rationale: Focus groups are proposed because they are a time and cost-effective way to explore various issues. This method provides an environment in which you have direct contact with consumers allowing you to understand the behaviour and thinking of the respondents as individuals. The group dynamic is very effective as it encourages people to think and speak and build on each other’s ideas. This pre-quantitative preparation will provide insight for our questionnaire design (Malhotra, 2007:145-155, Rosenberger, 1996:1-13 & Morgan 1993: 3-19). The criteria for the respondents are: Length of interviews Aged 18 – 50 Approximately 120 minutes Athlete / Athletic Participant / Consumer Recruitment 8 x Respondents per group All respondents are screened to ensure suitability Hong Kong / Shanghai /Sydney Mixed Group 1 x Athlete 1 x Male / 1 x Female 2 x Athletic Participant 1 x Male / 1 x Female 2 x Consumer Current user of brand Minimum 4 respondents in each group or competitor Sample attached as an appendix
- 18. Research Design: Questionnaire Rationale: The key objective of this questionnaire is to understand consumer awareness, behavior and perception towards the brand and their acceptance at different price points. This questionnaire shall be conducted outside stores in high traffic areas. The method will provide a representative sample of the population (Malhotra, 2007:296-322 & Williamson et al., 2000: 235-249). Length of interviews The criteria for respondents: Approximately 15 minutes Aged 18 – 50 Recruitment Athlete / Athletic Participant / Consumer As customers exits store Questionnaire screens respondents to ensure suitability Hong Kong / Shanghai /Sydney Total sample size N=300 Male & Female Sample composition Age 18 – 29 Age 30 - 39 N=100 in each age group (M x 50 / F x 50) Age 40 - 50 Sample attached as an appendix
- 19. Data Collection
- 20. Data Collection Design of questionnaires and subsequent analysis will be conducted by a senior research director (Malhotra, 2007:305-306). Experienced moderators will be responsible for facilitating the focus group discussions and store visits, conducting store audits and interviewing staff and store managers (Malhotra, 2007:145 & 158). Focus groups will take place in a viewing studio allowing the client to view/attend (Malhotra, 2007:147). All materials will be agreed and signed off with the client before proceeding - crucially sample design, questionnaire and recruitment specs (Malhotra, 2007: 300-301). Fully trained professional interviewers will be conducting the store exit interviews. Quotas and progress will be monitored by a fieldwork manager or supervisor (Malhotra, 2007: 413-418). A proportion of the interviews will be back checked i.e. respondents re-contacted and confirmation of the interview and key information provided in interview made (Malhotra, 2007: 305-306). Interviewers will use PDA to input questions and additional data entry. The questionnaire will be scripted onto the PDA and routing done automatically to avoid interviewer errors. The program will be tested before going to field (Malhotra, 2007: 419). All interviews will be conducted in the language of the participants.
- 21. Data Analysis
- 22. Lifecycle of the Research Project Meet with Nike Brand Manager to Store Audit & Develop questionnaire ensure understanding of objectives, answer options, decide on which target consumers and research plan consumers will take part in discussion groups and interviews Fieldwork – Questionnaires administered Hold focus groups and finalise questionnaire answer options Analyse results – check data and figures from questionnaires, watch Prepare presentation that answers videos/ transcripts of consumer client’s objectives and make business groups and interviews recommendations
- 23. Analysis will allow us to Potential: Purchase intention would be improved if perception measure perception and and attitude towards the range attitudes improves. 27.0 100.0 Dri-FIT is a good brand I have seen the advertisements 28.0 67.0 Dri-FIT designs are good 25.0 43.0 Dri-FIT pricing is competitive 27.0 38.0 Dri-FIT have the styles I want 8.0 29.0 Dri-FIT is a fashionable brand 17.0 27.0 Dri-FIT is suitable for me 18.0 26.0 Maintenance: Concept creates low to Potential Maintenance moderate perceptions of ‘Dri-FIT’ as a fashionable brand.
- 24. Analysis will allow us to measure purchase interest Research will identify the segments with greatest purchase intention Aged 18-29 N=50 50% 60% Female N=150 Total Evaluated (n=300) 65% Females aged 18-29 has purchase intention of 65%
- 25. Data Analysis The tool we will use to analyze the relationship between the independent and dependent variables is cross-tabulation (Malhotra, 2007: 468). Our rationale for using this method: Cross tabulations are easy to interpret and understand. They can be used with any level of data: nominal, ordinal, interval, or ratio. A table can provide greater insight than single statistics. It solves the problem of empty or sparse cells.
- 26. Reporting
- 27. Reporting The research deliverables are: One PowerPoint research report covering: Store Audit findings Qualitative in-depth research findings Quantitative questionnaire research findings Following supports are expected from Nike: Stimulus materials to introduce the store and the product Advisory input in developing attributes or answer options used in the questionnaire *A workshop to discuss the implications of the findings is optional.
- 29. Timing A total of 10 weeks are required to deliver the final research output. Week No. TASK 1 2 3 4 5 6 7 8 9 10 Store Audit Qualitative - Preparation of research - Recruitment - Conduct Focus Group - Reporting Quantitative - Set up, develop questionnaire - Fieldwork - Reporting
- 30. References
- 31. References Alreck, P.L. and Settle, R.B. (1999) Strategies for building consumer brand preference, The Journal of Product & Brand Management, Vol 8, No 2, pp 130-144, viewed 13 June 2009 http://www.emeraldinsight.com Francis, G. (2007) Introduction to SPSS for Windows, v15.0 and 14.0, Pearson Education Australia Kay, M. J. (2006) Strong brands and corporate brands, European Journal of Marketing, Vol 40, No 7/8, pp 742-760, viewed 13 June 2009 http://www.emeraldinsight.com Kotler, P. (2004) Ten Deadly Marketing Sins: Signs and Solutions, John Wiley & Sons, New Jersey, pp 20, ISBN: 978-0-471-66206-8 Malhorta, N. K. (2007) Marketing Research: An Applied Orientation 5th Edition, New Jersey, Pearson Prentice Hall. Morgan, D. (1993) Successful focus groups : advancing the state of the art Chapter 1, pp. 3-19, Sage Publications, Newbury Park, Calif. Ramaswamy, V. (2008) Co-creating value through customers' experiences: the Nike case, Strategy & Leadership, Vol 36, No 5, pp 9-14, viewed 13 June 2009 http://www.emeraldinsight.com Rossenberger, P. J. (1996) Focus Groups: An Introduction for the Uninitiated, pp. 1-15, Department of Management, University of Newcastle Shiffman, L., Bednall, D., O’cass, A., Paladino, A. and Kanuk, L. (2005) Consumer Behaviour, 3rd Edn, NSW, Person Education Australia Williamson, K. (1989) Research methods for students, academics and professionals: information management and systems, Kirsty 2nd ed., Chapter 14,2002,pp. 235-249
- 32. Appendices
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How To Plan A Market Research Assignment
Market research is a vital part of any B-school curriculum. Students often have to write research-based assignments and reports as part of their semester syllabus. Now, conducting a market research assessment is no piece of cake. You need meticulous planning, a reliable database, and some killer analyzing skills.
Read on to know all about how to plan market research assignments for your next project.
Types of market research
With market research, students get a holistic picture of the industry and the different brands that contribute to it. Also, the study is then narrowed down to one company/service, giving you deeper insights into its functioning and overall performance
However, before we move on to discuss the various steps of preparing a marketing research project, there’s something else to know. There are two main types of market research
Quantitative research : quantitative analysis collects data on a massive scale as the name suggests. The crux of qualitative research is to collect data from the ground level. This would involve customer surveys, feedback, and questionnaire.
Qualitative research : qualitative research has more nuance and niche when compared to its counterpart. But qualitative research depends on the data collected from the former. This research model is more exploratory in nature. It focuses on smaller groups and is usually conducted after the quantitative research is done.
Steps involve in market research
Market research is not an overnight process. Multiple steps consist in getting this study right- 7 to be precise. Here, I will try to expand upon these steps and provide simple tips and tricks for your convenience.
- Identifying your core issues
- Preparing the research statement
- Structuring your research assignment
- Planning a sample layout
Data collection
- Data processing and analysis
- Conclusion and referencing
- Problem identification
Identify the reasons to conduct this market research
The first thing that you need to do is to identify the reasons to conduct this market research. Every assessment, at its core, deals with an issue or problem that the company faces. The purpose of the market research assignment is to find a solution for the said problem
The problem statement is usually mentioned in the abstract of the research report. Keep this section as clear and concise as you can. You must define the essential pointers and research methodology here as well.
Research statement
The research statement comes next, where you state the intent and purpose of the research. Note that the research statement is different from the above problem statement. The problem statement highlights the key issues you cover in the paper. The research statement discusses the educational value of your research.
Students can also mention the critical hypothesis, which the market research builds upon. A hypothesis is not a question but a logical statement. The entire point of your paper is then to prove or disprove the theory based on the facts presented.
Market research structure
The structure of a market research assignment is quite simple. It follows the standard template of a beginning, middle and an ending. Note that the abstract, research methodology and hypothesis statement come before the introduction.
The introduction is where you set the background and context of your paper. It tells the reader all about the industry you will elaborate on later in the article. The body of the paper is where you discuss facts and use infographics to substantiate them.
The conclusion comes, at last, giving the student the space to tie all the loose ends together. It is not mandatory to have a definitive resolution. You can end your research assignment with a section outlining the future prospects of the sector.
Sample layout
The sample layout is the part where you design a blueprint for market research. Here are some questions you can address in this section
- Who is your target reader/audience base?
- What is your core industry?
- What do you plan to achieve from the research?
- What are your tools of analysis?
- What is your target demographic for the study?
Up until this point, all your plans were on paper. Marketing students also have a lot of practical exercises and activities. This is the part where you conduct surveys, prepare stat-based reports, and conduct detailed studies.
Customer surveys, questionnaires, interviews etc. are some research tools encouraged in most universities. Also, read up and refer to other market research programs and studies. This gives you better insight into the subject and also reduces the risk of accidental plagiarism
Data processing
Data processing is the section where you analyze the data collected from surveys and studies. Here, the student has to sort through the raw data and arrange it logically. Data processing is perhaps one of the most critical aspects of your paper.
For, with data processing, you can put forth your critical points in a constructive way. It also gives you the space to provide your insights and take on the topic.
Keep the language academic and easy to comprehend
This is the section where you try to tie the loose ends of your market research and remind the reader of the critical points of the paper. It also allows you to explore the future prospects and potential of the market you write about
Ensure that you add a section citing all your sources. I usually recommend students to follow the APA or Harvard in-text referencing style. Here you can mention the sources in the body of the paper and then expand upon it in a Reference List towards the end.
In-text referencing is excellent for scientific journals, stat-based studies, and market research reports. Consult your peers and professors about the citation style before proceeding, though.
Additional tips for creating market research
Market research is an extensive process that involves several elements and steps. We have already talked about the steps above. Let us now elaborate on the aspects of a market research study. Here are some other simple tips that you can follow to make your market research assignment foolproof.
Keep the user-persona simple
Most market research assignments you complete in B-schools are on a fictional user-base. You don’t actually have to go out a conducted survey but create your own customer demographic. For the sake of convenience, keep the user-personal uncomplicated and straightforward.
Conduct individual interviews
There are multiple ways to present the data and sort it. Personal interviews, hypothetical scenarios, observations, survey questions are but some of how you can tackle the market research. Do not include a great question set, about 5-10 items per survey is more than enough for a market research paper.
Personal interviews are the best and easiest ways because they focus on fewer people and hence is better manageable. Also, it gives you market research a more personalized touch.
Keep the user-personal uncomplicated and straightforward
The language and formatting
The style must always be professional and in the third person. Of course, when you are recording the responses of the user-base, you have to use first-person pronouns. Other than that, keep the language academic and easy to comprehend. Follow the standard structure of beginning, middle and an ending as discussed above.
Data analysis models
There are different ways to graphically present the information. With infographics, you can visually appeal to the reader and transmit data in a more natural, more comprehensive form. Data analysis models make your work a lot simpler. And instead of having to write lengthy paragraphs, you can just have a flowchart or a diagram, do all the explanation.
Here are some basic data analysis models that you can apply to your paper.
The flow model is when the student uses a flowchart to depict the flow of information from one section to another. The model is used to track the communication channel between the buyer and the seller. It can also be used to outline the communication between the different departments within the organization.
The flow model in this market research assignment can be used for a visual representation of how the brand interacts with the user and vice versa.
Affinity diagram
The affinity diagram is often used to graph out vast volumes of data and make it simpler to understand. Here, you can use it for quantitative market research. It also helps you show the market leanings and customer buying tendencies prevalent to your inquiry.
The affinity diagram is useful for your paper because it helps in categorizing the data into different logical sections. You can divide the customer-base, for instance, into multiple categories based on their age, gender, or profession. This makes market research more niche and quicker.
Quick links and surveys
Marketing research guide
Quantitative research guide for market research
Model building in Market research
Hypothesis testing in market research
In-text referencing guide for market research
Learn How To Write Better Assignments For Your University Course
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Writing a Marketing Research Report
Learning Outcomes
After completing this module, you will be able to:
- Discuss the main elements of a clear, accurate, and complete research report
- Explain the purpose of the Executive Summary
- Outline the elements of an Executive Summary
- Explain what makes a good oral report
- Discuss how oral reports are different from written reports
- List the different types of charts and tables that are used in research reports
The Research Report
What is the research report.
A research report is an oral or written presentation to management detailing a research project's objectives, methodology, findings, and recommendations. Typically, written reports are more detailed that an oral report, which presenters usually deliver in an hour or an hour-and-a-half.
Objectives of the Research Report T
he objective of a research report is to provide a clear, accurate and complete report of the research project. It should help clarify the research issues so management can use the findings as an aid to decision-making.
Good research reports are clearly written and presented. The authors avoid using unnecessary jargon. Experienced report writers know that their audience, while composed of marketers, may not be experts in all aspects of marketing research. Good reports present an honest, accurate, and unbiased review of the research objectives, methodology, and findings. And, good reports present a complete review of the data gathered. Reports should include appendices that show all data. It is very common for executives from the client's organization and its promotion agencies to study these data with great care to see if alternate conclusions can be supported.
Elements of the Written Report
While the elements of actual reports may vary slightly, a basic research report has three sections:
Section I: Introduction
Section II: Body of the Report
Section III: Appendices
Here is an outline of a standard written research report. Actual reports may vary somewhat from this outline:
Section I of the Research Report: Introduction
The first page of the research report is the Title Page. This page should include the following elements:
- Title of the research project
- Names, titles, firm, and contact information of the person who authorized and directed the project for the client
- Names, titles, firm, and contact information of the people who prepared the report
- Release date of the report
Transmittal Letter
The transmittal letter is a one-page letter or memo written by the lead person on the team that prepared the report. This letter is usually written on official letterhead, which includes the name of the marketing research firm responsible for the report and the name and contact information of the lead person from that firm
The letter serves as proof that the report was sent to the client. It:
- States the specific subject of the report
- Identifies the names of the people who authorized the project
- Outlines key findings
- Highlights recommendations
- Outline the limitations of the report
- Reports any discrepancies that might exist between the approved proposal and the final project
- Thanks the client for the opportunity of conducting this research
Authorization Letter
This is a letter written by the client to the marketing research firm. This letter acknowledges receipt of the research proposal made by the market research firm. And, it authorizes the marketing researcher to conduct a research project. It is written on corporate letterhead. It includes the name, title, and contact information of the author. The fee structure and delivery dates for the research are clearly spelled out. The letter concludes with a statement that the client looks forward to the successful conclusion of the study and suggests a follow-up telephone call should the lead marketing researcher have any questions or concerns.
Table of Contents
The table of contents is based on the final outline of the report. It includes a list of the report's sections and sub-sections, and their respective page numbers.
Executive Summary
The executive summary is a short synopsis of the research report. Some might even call it the mini-report. It is typically no more than four pages long. It is intended to provide busy senior executives with the highlights of the study. An effective Executive Report includes the following elements:
- The name of the study
- The names of the people who prepared the study
- The name of the client who authorized the study
- Date of the report
- Introductory statement that defines the research objectives and research question
Methodology
- Key findings
- Conclusions and indicated actions
- Limitations of the research
Section II of the Research Report: Body of the Report
The body of the marketing research report includes the following sections:
Introduction
This section of the report reviews the objectives of the research. It summarizes the research proposal and highlights any changes to the research design that were agreed to after the client approved the proposal. Please Note: It is highly unprofessional for market researchers to change the research design without getting their client's expressed approval.
This section covers a review of the literature and secondary research. And, if relevant, this section cites primary research sponsored by the client on similar issues.
In the case of Exploratory Research, this section lists the research questions. With Descriptive or Causal Research, the null and alternate hypotheses are spelled out.
This is the most technical section of the research report. It includes the following sections:
Research Design : This includes a statement of the type of research conducted: Exploratory, Descriptive, or Causal. Secondary research sources are mentioned along with a description of how primary data were collected. And, the authors should include a rationale for why the research design is appropriate for achieving the research objectives and answering the research questions. In an appendix, the authors of the report include any discussion guides, questionnaires or observation forms.
Sample Design : This section includes:
- A statement defining the population of interest and the sampling frame[1]
- Sampling units [2] included in the study
- The sampling method used
- The size of the selected sample
- The response rate achieved
Details about the samples and calculations used in the sampling should be included in the appendices.
Data Collection and Fieldwork : This section reviews how the fieldwork was conducted. It states the number and types of fieldworkers, how they were trained and supervised, and how the accuracy of their work was verified.
Statistical Analysis :
A review of the statistical methods employed in the analysis. This section provides a rationale for these methods, but the actual analysis is not presented.
A glossary may be included to define any technical terms that might be unknown to experienced managers.
The findings section is the longest part of the research report. It is where the results of the study are reported in detail. This section should include supporting tables and graphs. Tables and graphs make the report easier to read and more memorable. To avoid overwhelming the reader, the findings should refer the reader to the detailed data, which should be in an appendix.
Limitations of the Study
No research design is perfect; they all have their limitations. Good researchers always state the limitations of their research.
Conclusions and Recommendations
After the findings are presented, the researchers present their conclusions and recommendations, including conducting further research.
[1] A sampling frame defines a set of elements from which a researcher can select a sample of the target population. Source: http://srmo.sagepub.com/view/the-sage-encyclopedia-of-social-science-research-methods/n884.xml
[2] Sampling units are the individual items—people or households—included in a sample.
Section III of the Research Report: Appendices
The appendices of the marketing research report include all technical materials and data related to specific parts of the study. These materials may be of interest to only a few readers. Materials posted in one of the appendices may not deal directly with the research objectives.
The appendices include the following:
- Discussion Guides, Questionnaires, and Data Collection Forms
- Table for each survey question
- Details on the statistical analyses performed and the sampling methods
- Bibliography, if appropriate
Important research attracts the interest a managers. Good researchers and good clients are skeptical. After reading the report and attending the presentation, many executives may have serious questions. These executives often spend hours pouring over the appendices. They may raise questions about the validity, reliability, logic, and conclusions of the research. Good marketing research expect and welcome these inquiries.
Presenting the Research Report
Research reports are presented in writing and in oral presentations.
Written presentations are far more detailed than oral presentations. Oral presentations are often done with presentation software like PowerPoint. Oral presentations cannot cover all of the details covered in the written presentations. There is simply not enough time to read the entire report at a presentation. Reading slides with multiple sentences is a sure way of boring your audience. PowerPoint slides should have few words. Each slide should focus on a single idea supported with a picture, table, or chart. Good presenters know what they want to communicate. They rehearse. And, they connect with their audience by making eye contact.
Tables and Charts
Researchers use tables and charts to communicate their ideas.
Tables are a useful way of presenting numerical data. The numbers are presented in vertical columns and horizontal rows. Tables can organize the data longitudinally or by cross section.
Cross sectional data divides the data into its component parts. Here us an example of cross sectional data:
Longitudinal data shows how the data changes over time. Here us an example of longitudinal data:
Cross sectional and longitudinal data can be combined in a single table:
A good table should have:
- A title that identifies the data presented
- A table number
- A legend, if needed
Charts provide a graphic representation of data. Just like tables, a chart should have:
- A chart number
Bar or Column Charts
Bar charts are used to present cross sectional data. The heights of the columns depict the size or magnitude of each section
Chart 1: Bar or Column Chart
Pie charts are used to present cross sectional data. They show the proportion of each section
Chart 2: Pie Chart
Line Charts
Line charts are used to present longitudinal data.
Chart 3: Line Chart
Market Research Assignment
Market research.
Market research can be defined as act of gathering and analyzing data for understanding customer preference and behavior for particular product or business. Market research is component of Market analysis only, however due to its importance corporate entity are taking it as independent operation. For introduction of any marketing strategy for particular product market research is very important. We have experienced experts on board who have been working for best corporate since long time and will help you out to understand the importance of Market research.
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