complete samenvatting market research, deel van marketing and comm.
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Course
Marketing and communication
Institution
Arteveldehogeschool (Artevelde)
Complete summary market research, part of marketing and communication 2SME. 2nd year business management at Arteveldehogeschool Gent. Other part marketing and communication also available. Teacher: Lies Vandaele.
Market research
Inhoudsopgave
1 What is market research............................................................................................................................. 2
2 The objectives of market research............................................................................................................... 2
3 How to answer research objectives............................................................................................................. 3
3.1 Curation..........................................................................................................................................................3
3.2 Qualitative research.......................................................................................................................................3
3.3 Quantitative research.....................................................................................................................................4
4. What is the population of your research? And how to make a sample?.......................................................4
1 The process of ‘Market Research’?.............................................................................................................. 5
2 The briefing................................................................................................................................................. 5
3 Choose a method for your research............................................................................................................. 5
3.1 5 parameters to consider................................................................................................................................5
4 Design you research plan............................................................................................................................ 6
1 The field research – qual............................................................................................................................. 7
1.1 Research plan.................................................................................................................................................7
1.2 Design your tools............................................................................................................................................7
2 The field research – quant........................................................................................................................... 7
2.1 Research plan.................................................................................................................................................7
2.2 Design your tools............................................................................................................................................7
1 Analysis of quantitative research................................................................................................................. 8
2 Analysis of qualitative research................................................................................................................... 8
, DEEL 1: THE WORLD OF MARKET RESEARCH
1 What is market research
3 types of research:
- Theoretical research
- Scientific research
- Applied research:
o Is research used to solve a specific, practical problem of an individual or
group.
o This is market research
Market research: consists of systematically gathering data about people or companies (a
market) and then analyzing it in order to better understand:
- what that group of people needs
- how they experience and evaluate certain products and services
- How they perceive the image of a company and its competitors
- What drives them to behave in a certain way
- ...
The results are used to help businesses make more informed decisions about the company’s
strategies, operations, and potential customer base. It helps a company to better plan and
focus its efforts and resources.
2 The objectives of market research
Market research is applied when:
- A company or organization has a question
- They want to know the answer(s) to this question
- As the answer will help them to perform better in their business
The need for market research always comes from a business need or business objective:
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