bsbmkg506b plan market research session 1 identify market research needs © 2010 innovation and...
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BSBMKG506B Plan market research
Session 1
Identify market research needsIdentify market research needs
© 2010 Innovation and Business Industry Skills Council Ltd.
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Purpose of this presentationAt the end of this session, you should know how to:
communicate the role of market research in enterprise operations
identify the contribution of market research to enterprise activity
determine research needs
develop a statement of market research needs.
© 2010 Innovation and Business Industry Skills Council Ltd.
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Role of market researchcollect and interpret data
solve problems
operational and strategic decision making
marketing or marketing research.
© 2010 Innovation and Business Industry Skills Council Ltd.
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Contribution of market researchbest practices
competitors, clients and stakeholders
forecasting
strategic planning.
© 2010 Innovation and Business Industry Skills Council Ltd.
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Determine research needs
1. Define
management problem.
2. Understand research problem.
3. Find cause of management
problem.
4. Determine research
objectives.
5. Use research hypothesis.
© 2010 Innovation and Business Industry Skills Council Ltd.
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Research methodologiesData and sources:• primary data• secondary data• internal sources• external sources.
Exploratory research Descriptive research Causal research
Data and sources:• primary data• secondary data• internal sources• external sources.
Data and sources:• primary data• secondary data• internal sources• external sources.
Data collection methods:• qualitative techniques• focus groups• in-depth interviews• panels• projective techniques.
Data collection methods:• quantitative techniques• surveys• observations• case studies.
Data collection methods:• quantitative techniques• experiments.
Main use:To gain background information, generate ideas, seek opinions, clarify problems, explore alternatives and establish priorities.
Main use:To answer questions relating to ‘who’, ‘what’, ‘where’, ‘when’, ‘why’ and ‘how’.
Main use:To determine the ‘cause and effect’ relationship between two or more variables.
© 2010 Innovation and Business Industry Skills Council Ltd.
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Statement of research needscompetition
consumers
place
pricing
products and services
promotion.
© 2010 Innovation and Business Industry Skills Council Ltd.
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Review – are you able to:communicate the role of market research
in enterprise operations
identify the contribution of market research to enterprise activity
determine research needs
develop a statement of market research needs.
© 2010 Innovation and Business Industry Skills Council Ltd.