Research Articles Base: Tips On Marketing Research

Tips on Marketing Research

1.      Executive Summary State the purpose of the document.  Outlines the key areas of the document such as background research to develop the problem area, marketing research question, research design, how data was analysed, main findings, recommendations, and limitations.   2.      Background Section o       The main purpose of the background information is to justify the research. The information contained in the background section should include all the information outlined in the background. The background information of the main report should however be more detailed and properly referenced. o       Clearly develops the problem facing the company o       Evidence of solid and extensive secondary research conducted o       Well written, grammatically correct   3.      Marketing Research Question/Objective, Components Appropriate marketing research question for consumer research Components outline the sub-questions that need to be asked in order to answer the marketing research question (2-6) What is the problem and how to solve it?   4.      Research Design o       The outline of research design should largely be similar to that of the research proposal. The research design of the report should, however, be written in the past tense, specifying how you carried out the study. The outline should include, among other things, the following: o       Appropriate rationale/justification for the chosen research approach o       Demonstrates a solid understanding of the uses of qualitative research, if included o       Appropriate rationale/justification given for using quantitative/descriptive or conclusive research o       Demonstrates a solid understanding of the uses of quantitative/descriptive or conclusive research o       Target population clearly and appropriately described o       Steps in the sampling process clearly and appropriately outlined (for both quantitative and qualitative research techniques to be used) o       Appropriate sampling method chosen and described o       Justification given for choice of survey administration         5.      Questionnaire (Pre and Post Test) o       Questions address marketing research question and components o       Appropriate question types chosen for the type of information to be gathered (e.g.:  multiple choice for fact questions; scale questions for information on attitudes, opinions, perceptions, etc. o       Questionnaire length appropriate (up to 20 questions) o       Proper use of filter questions, demographic and psychographic questions o       Solid rationale given for changes made to post test questionnaire o       Questions clearly written o       Demonstrates a solid understanding of questionnaire design   6.      Exploratory Research Questions o       Focus group or depth interview questions (or other method) are appropriate to assist in answering the research question o       Demonstrates a solid understanding of the focus group or depth interview process (or other   7.      Data Analysis o       Proper use of descriptive research and statistical techniques used to analyse the findings from the 20 questionnaires. (SPSS program) o       Correct or best possible conclusions drawn from the data o       Data properly and clearly presented in the appropriate tables and charts   8.      Findings and Recommendations o       Summary of main research findings (appropriate tables, cross tabulation, graphs etc) o       Appropriate recommendations to management based on the research findings, clearly presented   9.      Limitations o       Clearly state any evident limitations of the current research design including methodology and sampling method <ul style="margin-top: 0in; margin-bottom: 0in" type="circle"> <li class="MsoNormal" style="text-align: justify"> Identify possibility of research errors and how to deal with them </li> </ul>   10. Bibliography and Referencing o       Sufficient sources consulted (8-12) <ul style="margin-top: 0in; margin-bottom: 0in" type="circle"> <li class="MsoNormal" style="text-align: justify"> Bibliography properly set up, all guidelines followed </li> </ul>   Credit:ivythesis.typepad.com

Tips on Marketing Research

1. Executive Summary State the purpose of the document. Outlines the key areas of the document such as background research to ...